Abstract
Brands are critical for creating business value, and sports business is no exception. Brands and sporting events have long played nicely together, especially in the arena of sponsorships where brands have been able to put their name on uniforms, racing cars, and stadium grounds. This is in part due to the fact that sports provide access to a relationship with an audience that may be more likely to consider their products, and that has similar values in terms of enjoying competition, victory, and celebration. This relationship sports teams have with each of their consumers, or fans, contributes greatly to the success of sport brands and their wide recognition. Being a sports fan is considered a way of life, and a part of someone's identity. This strong connection to a team can promote success and expansion - even internationally. But how do sports teams foster this deep connection? The configuration of the worldwide television networks, internet, and wireless networks has greatly expanded the ability of sports teams to promote their brand and improve their brand image. Furthermore, many sports have established universal brand appeal as they move from their traditional home countries to places all over the world.
Original language | English |
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Title of host publication | Brand Touchpoints |
Pages | 247-272 |
Number of pages | 26 |
ISBN (Electronic) | 9781536135671 |
State | Published - 25 Jul 2018 |
Keywords
- Social identity
- Sponsorships
- Sports advertising