Author: Julian

Julian is the founder of the Football Marketing Magazine. Born and raised in Germany he created the website to combine his passion for marketing as well as for his nation’s no. 1 sport – football. Besides avidly following football events around the world, Julian spends his time playing padel, cooking and learning Spanish. // At the FMM since: 01/05/2014 // Favorite team: TSV 1860 Munich (GER) // Favorite player: Henrik Larsson (SWE) // Favorite goal: Roberto Carlos (FRA vs. BRA, 1997)

With a vision to inspire pride in National Team Football, a brand has been created by UEFA to use throughout the European Qualifiers of the UEFA European Football Championships ™ and the European Qualifiers for the FIFA World Cup. The Challenge: A Cross-Border Identity The challenge was to create an identity, for both on-air and off-air promotion and coverage of the games, that could be the same all over Europe yet give each country’s National Football Association ownership of the brand. The intention was, also, to put the fans at the centre of the action. The Strategy: Play With Heart…

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In this article we are trying to provide a list of some of the most popular universities offering a degree in sport marketing. The current list is of course not exclusive as there are many more, great degree opportunities we still need to discover, and we will update the selection over time. Meanwhile, we hope that anyone looking for a Bachelor in Sport Marketing or a postgraduate masters degree will find some useful information to plan their next career move. FYI, we sorted the universities that offer degrees in sports marketing by country… United Kingdom United States France Spain (including a master’s…

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We are happy to feature our recent interview with Omer Shai, head of marketing of the web development platform Wix.com. We had the opportunity to ask him 10 questions about sports marketing in general and Wix’s #ThisCityIsOurs campaign with Manchester City FC in particular. 1. Could you please tell our readers more about yourself? I’m the CMO at Wix.com. I’ve been in the marketing industry for over 11 years and my areas of expertise are search optimization, online advertising and social media. At Wix I’m responsible for the company’s global online and offline marketing activity, which boasts an incredible grow of over…

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Carlsberg advertised their beer at the Euro 2016 without mentioning their brand name or official slogan. Read on to find out why… Let’s imagine the following scenario: A stadium with an enthusiastic crowd of 70,000 fans, millions of viewers at prime time in front of their TVs, superstars (plural!) performing a show and your company has the money and chance to sponsor a big part of the pitch-side digital advertising boards… The question for you as the marketing manager is: “What would you put on these boards?” Your most probable answer is: “Our logo, brand name, slogan, …” However, here’s what a…

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The football world was laughing and kit supplier Puma was embarrassed. In their match at the Euros 2016 against France no less than six Swiss players had to change their shirts which were literally shredded to pieces or at least featured a number of holes. As a result, Puma will have to work hard to convince football fans around the world of the quality of their product. 1 match – 7 destroyed football shirts Football fans in front of their TVs were surprised and amused as Embolo, Schär, Behrami, Xhaka (2x!), Dzemaili and Mehmedi all had to change their torn Puma…

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Even though the majority of companies is using football stars, teams or the subject itself in glossy TV ads, on billboards or in magazines or tries to create favorable endorsement through sponsorship deals, there exists a number of creative examples where companies reach their target audiences in a more subliminal way. Please continue reading for our five examples of innovative football guerrilla marketing: Heineken – Boredom at the Opera An example of brave guerrilla marketing comes from Heineken which engaged in a huge stunt to created a special surprise for Italian fans looking forward to watch the Champions League match Real Madrid vs AC Milan.…

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The Football League, founded in 1888 and therefore the oldest football league in the world, will be renamed for the 2016/17 season to the “English Football League”. The name change will be accompanied by a new logo. The Football League has 72 clubs evenly divided into three divisions, namely the Football League Championship, Football League One, and Football League Two. The league does not include the autonomous Premier League. Being renamed the ‘English Football League’, the new title, which will come into use at the conclusion of the current season and ahead of the 2016/17 campaign, will be shortened to ‘EFL’ for everyday use across the…

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“Together. Stronger”. At first sight quite simple words. However, looking at the marketing strategy behind this statement in greater depth, one can recognize the power of the slogan and how it helped Wales to qualify for the Euros that take place in 2016. The FA Wales in search for a mentality The Football Association of Wales (FAW) used a couple of different slogans before in order to create a sense of belonging, community and success. It started with “Your voice, your game, your country” and then later on switched for the World Cup 2014 qualifiers to “It’s time to believe”. Even though they both…

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Experts argue whether the Bundesliga is going to lose its competitiveness due to the Premier League’s astronomical television deal and the resulting transfer frenzy. The recent transfer period has been an especially disquieting time for Bundesliga coaches as the Premier League bought players from the German league for €206.5mio – a sum greater than the spending within the last 7 years combined. Amongst the top transfers were Son (€30mio, Tottenham Hotspurs), Roberto Firmino (€41mio, Liverpool) and Kevin De Bruyne (€80mio, Manchester City). Even though €206.5mio seems already like a big deal, some consider the recent spending as only the…

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Below we aim to provide a list of some of the most prestigious sports marketing agencies in the world. The current list is of course not exclusive as there are many more great agencies we still need to discover, and we will update the selection over time. Meanwhile, we hope this list will help future sports marketeers to find their perfect employer, brands to find their marketing agency, and athletes to find sponsors. Brandwave Location: East Wittering (United Kingdom) Brandwave is an award winning, full-service marketing agency specialising in the sports market. Our work is driven by our genuine passion for sport and the outdoors. Inspired by…

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