Author: Alexandros Anastasiadis

Last year, the transfer of Neymar to Paris Saint Germain was massive because PSG managed to have more followers in Brazil than in France. Surprised? Personally not, as this is the change and the evolution. Going a bit in depth that was not a move for the media or to claim that they made the biggest transfer of the year. It was a strategic investment because it is a World Cup player and we should not forget that the owner of PSG linked this move with the World Cup in Qatar in 2022 to show globally that Qatar is ready to…

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Before I start my article, I would like to thank you one of my readers who dropped the idea to search for that. In 2014, LaLiga signed a deal for socks sponsorship. For me, it was the first time listening something similar so in the beginning, I thought it could be something innovative. It was a signed deal with a Chinese soccer accessories companies Sockatyes who would be responsible for the production. In 2014, Konami made use of the new sponsorship opportunity. The reason behind that was to promote the Pro Evolution Soccer game featuring in the socks of the…

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In 2017, Premier League authorized the sponsor branding on left sleeve. However, for European football shirt sleeves are considered popular sponsorship inventory like the example of BEKO, white goods manufacturer, in the shirts of  FC Barcelona. The restriction from PL was that if they do not find any they will wear the PL logo on both sides. However, if they found, teams were allowed to wear it PL matches friendlies and replica kits. In some case where a sponsor had a contract for using exclusively the whole shirt, teams they had 3 options: to wait to renew the contract buy…

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As we all know the share price of the football club is related with how the team plays on the pitch. Through Dortmund’s example I analyse the evolution of the share price of a football club trying to find which are the factors that may affect the share price. To begin with, through 2017 there was not major changes corresponding to the first half of the fiscal year 2017-2018. As it is listed on the Frankfurt Stock Exchange, 60% of the share capital of the club is floating as the last trading day the price was €6,104. Meaning an increase…

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Having written about sponsorship in women’s sport, I though it would be a good addition to the discussion the following topic. WHY? If you step back anyone can realise that women’s sport offers talented role models which are perfect fit for brands. It is known that, sport audiences have started to move away from the traditional gender stereotypes of male and female sports and although it still exists, brands have realised that sponsorhip opportunities are vast. As GB’s CEO Mr. Sweeney mentioned that Rio 2016 was trully genderless as the most iconic athletes was Usain Bolt and Simone Biles. He also added…

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Recently, I have realised that people debating whether brands must rethink about sponsoring women’s sport. It all started from UK, where female athletes were outstanding from the football team reaching the semi-final of UEFA Euro until winning medals in the Winter Olympics in South Korea. On the contrary to the slender hopes given to England’s men team in FIFA World Cup. However, brands remain precautious to embrace opportunities of women’s sports. The most recent figures go back to 2013 in which only the 0.4% of total sports sponsorship goes to females. Simply in numbers: from 106,8 bn dollars, women took…

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Happy 2018 everyone. Last week,I didn’t write anything but I had the chance to watch a game of NFL playoffs. Although I’m not familliar with the rules, I was really impressed by the engagement they have on social media (twitter especially). Some key aspects from teams on the playoffs: Photography There is not a better thing than having amazing social presence. However high quality photography is required. The NFL organization, NFC and teams with social media presence create engaging content with attention to details as well as have the consistency to create the reflection of the brand. Having by your…

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The Alibaba Sponsorship It passed under the radar but the Chinese e-commerce business has signed an eleven-year sponsorship with IOC. The beginning was with the launch of the first ever brand campaign in order to secure itself as a long-term global player. The title was “to the greatness of small” focusing on the underdogs of the sport world such as the Kenyan ice hockey team who are unable to compete. The idea of the campaign according to CMO was inspired by one of Alibaba’s values which is  the commitment to support small businesses in a competitive global marketplace. One of the…

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The past few years, many powerful foreign investors have arrived in main clubs in France and as a result Ligue 1 seems to have a momentum. It was considered that they can be the new power in European scene. However, did they manage to catch up the competitiveness against the other powerful leagues such as Premier League, La Liga or Bundesliga? According the official announcement, Ligue 1 has registered positive revenues the past 3 years and it is expected to announce a new turnover for 2017-2018. But again the question that is raised: is it enough to compete the 3…

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The other day I attended a web seminar about sports and in the end a tweeted out a thank you and some hashtags. I was impressed that I got a response from the host of the seminar as well I engaged with few attendees. Their social media team knew that the piece was bound to get some traction, so they monitored the link (in all forms, long and shortened) and engaged with those who felt compelled to share the story. Basically, they were capitalizing on a new audience they had at the moment. Smart move. It is proved, how important is to…

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