For many companies sport remains the ultimate marketing tool.
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Articles on Sports marketing
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While membership of the major political parties has plummeted, footy club membership has soared. So what can the major parties learn from footy clubs about how to grow community support?
As Australian tennis player Nick Kyrgios begins his probationary period this week for a pattern of bad behaviour and foul language, his value to sponsors and the sport of tennis remains high.
Foreign interest in American football tells us a lot about what is happening to sport in the 21st century.
Sexism in sport plays out on and off the field. Differences in marketable qualities for endorsement deals as well reactions to male versus female athletes behaving badly are evidence of this.
Ronaldo and Messi cannot go on forever, and Neymar, Pogba and Salah are waiting in the wings.
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.
Bernie Ecclestone is wrong to think that women can’t be taken seriously in Formula One.
Canadian tennis star Eugenie Bouchard has topped the list of most marketable athletes.
After a ruling by Romania’s highest court, Steaua Bucharest, the country’s most popular and well-known football team, was stripped of their name, colours and emblem. Founded in 1947 as an army side, it…
While Gerald Ratner can always be presented to disprove the theory there is no such thing as bad publicity, the words of Oscar Wilde appeared apt when Blackburn Rovers were accused of a brand marketing…
For many sports fans, the final week in June signals the start of a fortnight to be spent enjoying the annual feast of entertainment, heartache and ecstasy served up by the world’s best tennis players…
By now, the names Moy Park, Oi and Yingli are deeply embedded in your brain, right? And, you know what they are, where they are from and what they do, agreed? Or are you struggling with them: perhaps these…
The section of the crowd behind the goal was awash with red and white when Switzerland took on Ecuador in their opening World Cup match. Faces were painted; many had white crosses painted onto red cheeks…
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…
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…
Top contributors
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Professor of Sport and Geopolitical Economy, SKEMA Business School
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Senior Lecturer (Assistant Professor) of Marketing, Auckland University of Technology
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Senior Lecturer in Marketing, Auckland University of Technology
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College of Business Director (Research and Research Training), Victoria University
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Director of Undergraduate Studies, School of Journalism, Media and Cultural Studies, Cardiff University
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Principal Research Fellow in Sociology of Sport, University of Brighton
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Head of Sports Research, University of Liverpool
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Lecturer in Marketing, Manchester Business School, University of Manchester
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Senior Lecturer in Sports Journalism, Liverpool John Moores University
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Professor of Strategy, Bayes Business School, City, University of London
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Lecturer in Sport Management, Deakin University
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PhD Candidate, RMIT University
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Honorary Research Fellow, University of Glasgow
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Head of Centre for Professional and Economic Development, University of Chester
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Director, Master of Business Administration (MBA); Co-Director, Better Consumption Lab, Deakin University, Deakin University
