Articles on Sports marketing

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The problem with the This Girl Can campaign is that the male gaze remains dominant, internalised as self-perception. This Girl Can/Sport England

This Girl Can(‘t)? Campaign simply reworks 'sex sells’ approach

While getting more women to take part in sport is a laudable achievement, it would be better if the campaign also helped free them from the objectification of the dominant male gaze.
Big in Yemen (and everywhere else). Evgeni Zotov

Likes and tweets help Ronaldo brand it like Beckham

When Cristiano Ronaldo scored the last goal in Real Madrid’s extra time Champions League final victory over neighbours Atletico, he put the finishing touches to a season which saw him outperform even his…
The Essendon supplements scandal that has enveloped the current AFL season has created the narrative of villains and heroes. Is it a sports marketers’ dream? AAP/Julian Smith

Marketing sport: villains and heroes in AFL brand narratives

This season, some sports commentators and footy fans have argued that the investigation into the supplements regime at Essendon has brought the club, the AFL and “the code” to their knees. From a branding…

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