How Manchester United stepped up for sponsors Adidas and Chevrolet when unveiling Paul Pogba Football players have always had huge marketing value off the pitch. In fact, Real Madrid president Florentino Perez built the club’s whole strategy around it. He invented the concept of Galacticos in his first stint at the club in the early 2000s, bringing in Figo, Ronaldo, Zidane, Beckham and Robinho before repeating the trick with Cristiano [...]
Why Chelsea parting ways with Adidas makes financial sense — Blues could pocket £50m per year with Nike, Under Armour or Puma Yesterday’s announcement that Adidas would terminate its contract with Chelsea six years early came as a bolt from the blue. Officially the decision was described as “mutual” and it probably was once Chelsea agreed to pay a penalty clause rumoured to be nearly £40m (€50m). The original 10-year deal, signed in 2013, was for £30m per year. So [...]
Why the Premier League should use its new logo and rebrand as an opportunity to re-connect with fans The Premier League launched its logo yesterday to the usual cacophony of comment. Most loved it, some hated it, opinions were shared, comparisons were made and parodies were quickly Photoshopped. There is nothing quite like a logo re-design to bring out both the art school student and marketing expert in everyone. But this isn’t just about [...]
Tokyo 2020 logo fiasco provides lesson in due diligence for sports marketers September 10, 2015 Nowhere is the power of a logo more evident than in sport. It’s the thing that pulls together everything you represent: banner, flag, symbol or icon. An event or tournament logo also needs to represent and reflect the equity, value and identity of a competition or event. Read more: Tokyo to stage the 2020 Olympic games [...]
