To take advantage of the trend that TV viewers are simultaneously using second screen devices, Heineken launched an interactive campaign with the hashtag #ShareTheSofa whereby fans could chat with famous football players while watching the Champions League. Less focus on TV screens Accenture published in April 2015 a report showing that watching TV and movie content…
Some of the largest sponsors of the top football leagues in the world are alcohol vendors, prompting a debate about the ethical acceptability of alcohol advertising in the sport. Alcohol producers are heavy spenders on advertising Ticket sales are representing only a small portion of total earnings in the world of football and top stars…
Creativity and originality are essential components of football shirt design, but this successful industry already reached a point where ground-breaking ideas are rare. There are only so many things you can do with a football shirt design without going over the line. After unlimited experimentation with colors, lettering size and position, collars, pockets and countless…
Sony, Emirates, Coca-Cola and Adidas spearhead a group of FIFA sponsors dissatisfied with the way football’s governing body is handling the allegations of bribery. Internal investigation regarding corruption in the selection process for the 2018 World Cup (Russia) and especially 2022 World Cup (Qatar) discovered no traces of wrongdoing, but such a report did not…
Manchester United and its sponsors are increasingly harnessing the power of social media to establish a deeper connection with fans worldwide. Despite huge traditional marketing budgets, smart executives of top football clubs in Europe are turning to social media to allow their fans to have an insider view on all activities and truly become a…
Known for decades as one of the better football leagues in the world, the Bundesliga still lacked the allure of the Premier League or Primera División, but that is no longer the case. Leave it to the Germans to be quietly effective and shine when the final score is tallied. According to a recent study,…
As the most anticipated match in club football approaches, Berliners can be proud their city is featured in the official logo for the 2015 Champions League final. European football is a huge business and there is no bigger enterprise in the game than the UEFA Champions League. This competition adopted its present format in 1993…
With a deal in place to replace Budweiser as the official beer of the Major League Soccer (MLS), Heineken hopes to win the hearts of American consumers and improve its market share. Soccer fans love beer and smart companies are capable of milking this connection all the way to the bank. Dutch premium brand Heineken knows…
To cope with big data and enhance its direct marketing strategies, Wolverhampton Wanderers have appointed data management firm CCR as its data-cleansing supplier. ‘Big data’ is everywhere and it is a crucial piece for the success of an overall marketing strategy. Yet, this vast amount of customer data can also represent a challenge. The collected…
The case of Manchester City provides a unique window into the magical world of modern branding, where everything is possible for the right price. Football brands are among the oldest in business and many of them enjoy loyalty that even Coca-Cola or Apple would be envious of. European powerhouses have been building their fan bases…