at Google ScholarTitle data
Anderski, Matthias ; Stegmann, Pascal ; Dickson, Geoff ; Ströbel, Tim:
The role of athlete brands for the international marketing of professional sports leagues : A case study of the German Bundesliga in Asia.
In: International Journal of Sports Marketing and Sponsorship.
(29 November 2024)
.
ISSN 1464-6668
DOI: https://doi.org/10.1108/IJSMS-07-2024-0162
Abstract in another language
Purpose
This study investigates the role of athlete brands for the international marketing of professional sports leagues by examining how athlete brands contribute to initiatives of football leagues.
Design/methodology/approach
Through a single case study of the German Bundesliga underpinned by 17 semi-structured interviews with league, club and media executives, we identify specific brand co-creation opportunities of athlete brands and the sports league brand.
Findings
Our findings reveal that athlete brands play a significant role in enhancing league visibility, engaging global audiences and unlocking new markets. Moreover, we identify specific opportunities for co-creating league brand meaning through strategic partnerships and athlete endorsements.
Originality/value
This research contributes to the literature by highlighting the importance of athlete brands in sports league marketing and offering insights for practitioners on innovative marketing strategies. Using a multi-actor perspective, this study provides valuable insights by revealing how sports leagues can pursue innovative marketing strategies by considering the role of athlete brands, thereby offering new ways for fans and sponsors to engage with the sports league.
Further data
| Item Type: | Article in a journal |
|---|---|
| Refereed: | Yes |
| Keywords: | Brand co-creation; Athlete brands; Brand ecosystem; Brand management; Sports leagues |
| Institutions of the University: | Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XV - Marketing and Sportmanagement > Chair Business Administration XV - Marketing and Sportmanagement - Univ.-Prof. Dr. Tim Ströbel |
| Result of work at the UBT: | Yes |
| DDC Subjects: | 300 Social sciences > 330 Economics |
| Date Deposited: | 03 Dec 2024 07:38 |
| Last Modified: | 03 Dec 2024 07:38 |
| URI: | https://eref.uni-bayreuth.de/id/eprint/91303 |