Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
612-822-4611

  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Football Sponsorships and Brand Loyalty

Football Sponsorships and Brand Loyalty

Brännström, Erik
Gunnarsson, Hampus

Paperback

Marketing

ISBN10: 3847310917
ISBN13: 9783847310914
Publisher: Lap Lambert Academic Pub
Published: Feb 28 2012
Pages: 80
Weight: 0.28
Height: 0.19 Width: 6.00 Depth: 9.00
Language: English
In the increasingly commercialized world of sports, football is among the most prominent events. Game settings are the focal point of stadium supporters and television viewers around the world, transforming clubs and players into valuable medium vehicles of firms looking to reach through the advertising clutter of modern society. When the Swedish footballer Zlatan Ibrahimovic was to leave his Italian club Internazionale in 2009, he had a lucrative individual endorsement deal with a sport apparel manufacturer. Due to substantial investments, made to promote Ibrahimovic as brand ambassadeur, concerns were raised whether he could join a club that was sponsored by a competing manufacturer. The situation implied that besides finding an athletic connection to a new club, there were also complimentary brand effects to consider. In this book we define the football club as a brand platform to be leveraged by firms looking to enhance their brand equity. Brand loyalty outcomes of consistent and conflicting sponsorship scenarios are examined, and sponsorship mechanisms explored.

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