scholarly journals Brand Elements Model of Professional Football Clubs on Customers Based Brand Equity (CBBE)

Author(s):  
Rasool Nazari
2020 ◽  
Vol 23 (4) ◽  
pp. 747-766 ◽  
Author(s):  
Robert E. Hinson ◽  
Ellis Osabutey ◽  
John Paul Kosiba ◽  
Frederick O. Asiedu

Purpose The purpose of this study is to analyse how professional football clubs have attained success with internationalisation and branding strategies in foreign markets. Design/methodology/approach Based on an inductive approach, 27 semi-structured interviews were conducted to analyse the perceptions of Ghanaian fans of four English Premier League teams. Findings The findings of this study highlight that the strength of professional football brand equity is jointly determined by the level of brand awareness, brand loyalty and perceived quality. However, increasing competition in international markets require professional football clubs to clearly define their marketing strategies to improve how fans perceive them. Originality/value This paper is one of the few studies to use country-of-origin paradigm and signalling theory to explain football brand equity building, thereby extending the earlier work of Chanavat and Bodet (2009). Its empirical focus on Africa is also unique and provides evidence to suggest that global marketers have the opportunity to capitalise on market expansion opportunities in developing economies.


2016 ◽  
Vol 6 (5) ◽  
pp. 579-598 ◽  
Author(s):  
Adam Szymoszowskyj ◽  
Mathieu Winand ◽  
Dimitrios Kolyperas ◽  
Leigh Sparks

Purpose While some football clubs are recognised as popular brands, little is known about the way they leverage their brand in their merchandise retailing. To address this gap the purpose of this paper is to investigate retail branding strategies used by professional football clubs through brand equity and supply chain management. In particular, it analyses the type of product merchandised, the reasons for selling certain products and the ways through which football clubs merchandise, including their partners in distribution channels. Design/methodology/approach A qualitative approach was undertaken involving content analysis of 22 Scottish professional football clubs’ websites and annual reports, and semi-structured interviews with seven football clubs retail managers and four supply chain partners. Transcribed data were coded and thematically organised through an inductive process using the qualitative data analysis software NVivo 10. Findings Three types of merchandise have been identified: basic, fashion and short season. Building brand equity is considered the main motive for retailing merchandise. Some football clubs use intermediaries or outsourcers to respond to sudden consumer demands and to ensure high levels of service, whereas others have an integrated supply chain which allows for greater control. Research limitations/implications This paper contributes to the discussion on the role of retailing in football club brand equity. It suggests initiating intermediaries in the distribution channels to build brand equity thus enabling clubs to become more responsive to consumer demand. Originality/value This is the first paper to look at retail branding strategies of professional football clubs.


SAGE Open ◽  
2021 ◽  
Vol 11 (1) ◽  
pp. 215824402198925
Author(s):  
Isidoro Guzmán-Raja ◽  
Manuela Guzmán-Raja

Professional football clubs have a special characteristic not shared by other types of companies: their sport performance (on the field) is important, in addition to their financial performance (off the field). The aim of this paper is to calculate an efficiency measure using a model that combines performance (sport and economic) based on data envelopment analysis (DEA). The main factors affecting teams’ efficiency levels are investigated using cluster analysis. For a sample of Spanish football clubs, the findings indicate that clubs achieved a relatively high efficiency level for the period studied, and that the oldest teams with the most assets had the highest efficiency scores. These results could help club managers to improve the performance of their teams.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Roberto Fernández-Villarino ◽  
J. Andrés Domínguez-Gómez

PurposeThis study aims to explore how responsible corporate behaviour, specifically self-imposed financial regulatory control, might subsequently be reflected in the financial performance of companies subject to such regulation.Design/methodology/approachIn this study, the authors aim to explore how financial compliance in the form of the Economic Control Regulation (ECR) has impacted on the financial performance of professional football clubs in Spain. To this purpose, the authors adopted a quasi-experimental before and after study design. This type of design assesses the object of study before and after a specific event in order to determine whether this event has had any effects on the object. In this case, the event was the coming into effect of the ECR in the fiscal year of 2012, and the object hypothetically affected was the clubs’ economic performance.FindingsThe authors can confirm that in general terms and for the whole set of clubs analysed, the ECR has had a strong and positive effect on financial performance.Research limitations/implicationsIn this study, the authors wish to establish a link between the idea of “compliance” and that of “responsible corporate management practice”. It is not just a matter of compliance with the law. The fact of complying with certain laws could, in general terms, or from the point of view of common sense, be qualified as “responsible behaviour”. However, under the contemporary concept of corporate responsibility, compliance with the law is a behaviour that must be taken for granted. Responsibility, therefore, would entail going beyond such expected behaviour to one that exceeds the environment's expectation of the corporate actor.Practical implicationsWhat extent improvements in financial performance have also boosted social performance. Confirming such a positive effect endorses the argument that ethical improvements in corporate culture have a general effect on business sustainability in its different aspects: economic, social, environmental and in governance.Social implicationsThe authors may foresee that the culture of compliance will spread from the finance departments to other management areas. Its connection with ethical business practice is directly linked to the more complex concept of the “citizen company”. There are suggest interesting bases on which professional football clubs might move from a traditional profit-oriented company model towards a more contemporary one oriented towards relationships of integrity with the sport's environment. This study shows that the ECR has been a starting point for the development of Spanish professional football clubs towards this type of “citizen company”.Originality/valueIt was a single-sector study whose principal value lies in the verification of whether responsible economic management (the main consequence of applying the ECR) had any effects on company profits, financial results and other important indicators. In addition to fostering responsibility, this new management model involves a special innovation, as it is based on self-regulation (i.e. on regulations not imposed by national or supranational states), designed and implemented to ensure the sector's viability.


2021 ◽  
Author(s):  
Patrick Waldecker

If German football clubs list their shares or bonds on a stock exchange, the obligation of Art. 17 (1) MAR to public disclose inside information may apply to them. The author outlines a number of case groups for professional football clubs, which serve as a guideline for use in practice. This is the first comprehensive compilation in the European legal literature. The author compares his results with the previous ad hoc disclosures of Borussia Dortmund, SpVgg Unterhaching and FC Schalke 04. The results of this dissertation are applicable to all professional football clubs based in the EU. Furthermore, most of the conclusions can be applied with respect to any issuer.


2021 ◽  
Vol 6 (2) ◽  
pp. 184-195
Author(s):  
Sobol Eduard ◽  
Svatyev Andrii

Introduction. Indicators of financial and economic support and migration of football players create preconditions for the formation of a highly competitive sports environment in professional football clubs and in the Ukrainian Premier League. The aim of the study is to analyze the quantitative indicators of migration of football players in the Ukrainian Premier League in relation to the financial and economic support of professional football clubs and to systematize the results. Materials and methods: analysis and generalization of data of scientific and methodical literature sources and the Internet, pedagogical observations, content analysis of materials of official sites of professional football clubs of the Ukrainian Premier League, official sites of the Ukrainian Football Association and the Ukrainian Premier League, methods of mathematical statistics. Results. The relationship between the financial value of Ukrainian athletes and migrant footballers, who are declared in the competition of the Ukrainian Premier League of the season 2021-2022, is analyzed. Conclusions. Analysis of the financial value of professional football clubs of the Ukrainian Premier League in relation to the migration of football players allows us to state that the leaders of the sports rating are the most financially capable teams: «Shakhtar» (Donetsk) and «Dynamo» (Kyiv), with a total the transfer value of the players is € 179,700,000 and € 136,100,000 respectively. The average cost of a migrant player in the leading professional football clubs of the Ukrainian Premier League «Shakhtar» (Donetsk) is 8,800,000 €, «Dynamo» (Kyiv) ‒ 3,420,000 €. Analysis of the transfer value of domestic athletes and migrant footballers in the application letters of the Ukrainian Premier League shows the absence of direct and inverse linear relationships, which suggests the presence of complex multilevel dependencies that require processing by more complex mathematical and statistical methods and preliminary grouping of available experimental data


This is a historic challenge in the accounting area: how to translate the values that these athletes represent to their teams into numbers and data. They are active, of course. The question is: how to classify them and, mainly, measure their economic achievement for the clubs they defend. Although new specific devices aim to make the task simpler, general regulations in the Brazilian scenario, such as the non-possibility of revaluing assets, hinder the identification of the real situation and the value of the main assets of national clubs: professional players. The article aimed to perform a qualitative analysis of the accounting policies and procedures recognized in the accounts of Brazilian professional football clubs in relation to the registration, amortization and impairment of the intangible with athletes, comparing them to three international teams. Palmeiras, Corinthians and Flamengo were the national teams selected in comparison to Manchester United (ING), Borussia Dortmund (ALE) and Barcelona (ESP). The research concludes that the degree of disclosure and information contained in the pieces varies according to the market, the regulations in force at the site and, mainly, the structuring of the teams' properties, with the best performing clubs having greater descriptive content and information in their Tales. Although a good part of the texts and reports are limited to a reproduction of policies and practices explained in norms and legal texts, without offering the accounting users useful information for their decision making.


2020 ◽  
Vol 8 (4) ◽  
pp. 319-335
Author(s):  
Joseph Kolawole Abon ◽  

Football, as the most popular sport amongst other sports, is a household name in the world and South Africa particularly. This study examines the use of marketing in improving competitive advantage among potential and professional football clubs in KwaZulu-Natal, South Africa. Several sponsorship opportunities that could serve as an impetus to disseminate various club projects are noted to be undermined. Arguably, some of the clubs’ activities are seasonal, and the applicability of marketing by football clubs in the KZN province could not be tactically emphasized. Therefore, the amount of marketing activities in clubs’ seasonal operations is unidentified which poses a challenge in achieving club objectives. This paper argues that it is of importance for the club marketing managers to consider features of each specific season and corporate marketing activities for the development of appropriate marketing actions that could serve as competitive advantages. This study adopts a mixed-method research approach, and a convenient sampling technique with responses from 80 questionnaires were retrieved. Five (5) coaches, 5 club owners, 5 managers, 5 supporters, and 5 players from five football clubs each located in KwaZulu-Natal province were interviewed to extract their understanding of the use of marketing to gain competitive advantage. Findings from the study state that using marketing correctly could improve the chances of potential professional football clubs’ popularity and increase financial gains. Most respondents emphasized that when clubs use a proper marketing strategy with appropriate use of marketing mix, it could position the clubs in the hearts of their supporters and public.


Sign in / Sign up

Export Citation Format

Share Document