Boosting brand equity of professional football clubs: the key role of retail branding

Abstract

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings In the not-too distant past, football was deemed a working man’s game. Clubs were mostly humble entities that earned the majority of their income through matchday gate receipts. Now the sport is a big business with sponsorship, broadcasting contracts and extensive commercial activities the norm. Leading clubs are able to generate substantial revenues from the lucrative deals they negotiate. Strong growth evident in recent years has prompted an increasing emphasis on brand equity. Boardrooms are cognizant of its importance in enticing interest from supporters, media and sponsors alike. It is therefore imperative that clubs identify factors with the greatest potential to influence how the brand is perceived. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.