The NFL has played games around the world, and there are good reasons why Australia was chosen for the first time.
Articles on Sports marketing
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Even non tennis fans knew about ‘Fed’, ‘Rafa’ and ‘Serena’. The same can’t be said about today’s top tennis players.
You may have seen darts’ crazy, costume-wearing fans in a packed stadium and wondered ‘how did the sport get so big?’
Often, women’s sport isn’t seen on users’ digital media feeds. This is not a glitch, it is a structural flaw in how digital platforms serve content.
The convergence of AI, data mining, immersive technology and the creator economy is drastically changing the world sport landscape.
2 marketing experts explain how the former All-Pro center for the Philadelphia Eagles has built a powerful personal brand centered on being a gritty underdog with family values.
Of course the NFL is embracing Taylor Swift.
Stadium naming rights are controversial at the best of times, so why do companies pay so much for them?
For many companies sport remains the ultimate marketing tool.
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…
Top contributors
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Professor of AfroEurasian Sport, EM Lyon Business School
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Senior Lecturer in Sport Management, Deakin University
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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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Emeritus Professor of Cultural Research, Institute for Culture and Society, Western Sydney University
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Director, Master of Business Administration Program (MBA); Co-Director, Better Consumption Lab, Deakin University
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Professor of Strategy, King's College London
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Director of Undergraduate Studies, School of Journalism, Media and Cultural Studies, Cardiff University
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College of Business Director (Research and Research Training), Victoria University
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PhD Candidate, RMIT University
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Lecturer in Marketing, Manchester Business School, University of Manchester
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Associate Professor of Practice, Fox School of Business and Management, Temple University
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Professor, Deakin University
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Honorary Research Fellow, University of Glasgow
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Associate Professor in Media and Communication, Swinburne University of Technology, Swinburne University of Technology