• ADC Partners

#5Tweets: Sports Business PhD Kenneth Cortsen on Brands & Sports Marketing


Kenneth Cortsen, PhD, University College of Northern Denmark

You probably think you've spent a fair bit of time thinking about sports, marketing and branding. Well, I guarantee that you haven't done nearly as much ruminating as Kenneth Cortsen, one of only a handful of people in the world with a PhD in sports marketing. We've translated his 5 Tweets from their original Danish (JK: his English is better than ours...) to get insight into his thinking on how sports can advance marketing objectives.

-1-

Because sports are so dynamic, time and context are crucial. Marketers must take great pains to be relevant for fans and other stakeholders 'right here, right now.'

-2-

Hybrid Sports Branding (HSB) emphasizes the importance of brands interacting at several levels of sports. Success depends on a multi-tier strategy using personal (player), products & organization (team).

-3-

For marketers, HSB also emphasizes how co-branding, content co-creation and strategic alliances are vital ingredients required to effectively commercialize sponsorships.

-4-

Strategic corporate social responsibility remains an under-exploited area in branding and sports sponsorship. Sports present a fertile ground and audience for sharing corporate good works.

-5-

Above all: minimize ambiguity at all costs. To be effective at using sports for marketing purposes, strong, powerful messages are essential for breaking though enormous clutter.

#marketing #business #sports #content #sponsorship #IP

© 2020 ADC Partners. All Rights Reserved.

Email Us

(510) 864-2670

141 Oldcastle Suite 201 Alameda CA 94502