sport marketing Archives - Knowledge People Performance

New Journal Paper: A Review and Research Agenda for Brand Communities in Sports

The International Journal of Sport Communication recently published a special issue on social media in sport. The collection was edited by Gashaw Abeza, an Associate Professor at Towson University and Research Fellow at Munich Business School, and Jimmy Sanderson, an Associate Professor at Texas Tech University. I was invited to contribute a paper on communities in sport and chose to focus specifically on brand communities in sport for this scholarly commentary. The article, titled “A Review and Research Agenda for Brand Communities in Sports,” is out now.

Conference Panel: Social Media as an Agent of Change in Sport

This week, the Annual Conference of the North American Society for Sport Management (NASSM) is taking place in Atlanta, GA. Gashaw Abeza and Norm O’Reilly have invited several authors of a recent book on Social Media in Sport to come together for a panel discussion. In the video statement below, just like in the book, I focus on the role of communities and community management in sport. In addition, you will also find the videos by Rebecca Achen (University of the Pacific), who speaks and writes about revenue generation and return on invest (ROI) on social media, as well as Evan Frederick (University of Louisville), whose panel contribution and chapter are about crisis communication on social media. The videos give you an idea of what is covered in the book – and of the discussions happening at the conference.

New Journal Paper: Reaping the digital dividend? Sport marketing’s move into esports

The European Journal of International Management published a special issue on international sport management earlier this year. The special issue was put together by Vanessa Ratten, an Associate Professor at La Trobe University, and a prolific researcher on sport management, technology, innovation and entrepreneurship, among other things. A joint paper on esports with Kilian Kramer (now at ESL Gaming) and Barbara Scheck (Munich Business School) made it into the special issue.

Influencer Marketing Trends 2021

Seit Herbst 2020 arbeiten wir in einem Praxisprojekt im Master Sports Business and Communication an der Munich Business School mit Reachbird, einer Münchner Influencer-Marketing-Agentur zusammen. In dem Projekt geht es um die Professionalisierung der Social-Media-Aktivitäten von Leistungssportlern. Ich unterrichte zwar schon seit einigen Jahren die Kurse Online Marketing und Social Media Management, in denen wir natürlich auch über Influencer Marketing sprechen, dennoch war das Projekt eine schöne Gelegenheit für mich, etwas tiefer in die Materie einzutauchen.

Als mich die Kolleg*Innen von Reachbird im Frühjahr ansprachen, ob ich denn einen Trend für den Influencer Marketing Trendreport 2021 beisteuern wolle, sagte ich gern zu. Meine Trend lautete: “The long tail of Influencer Marketing: Zielgenau im Mikrokosmos”.