Matthias Anderski, Pascal Stegmann, Geoff Dickson, Tim Ströbel
{"title":"运动员品牌在职业体育联盟国际营销中的作用：以德甲联赛在亚洲的案例研究","authors":"Matthias Anderski, Pascal Stegmann, Geoff Dickson, Tim Ströbel","doi":"10.1108/ijsms-07-2024-0162","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>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.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"69 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-11-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The role of athlete brands for the international marketing of professional sports leagues: a case study of the German Bundesliga in Asia\",\"authors\":\"Matthias Anderski, Pascal Stegmann, Geoff Dickson, Tim Ströbel\",\"doi\":\"10.1108/ijsms-07-2024-0162\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>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.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>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.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>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.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>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.</p><!--/ Abstract__block -->\",\"PeriodicalId\":501000,\"journal\":{\"name\":\"International Journal of Sports Marketing and Sponsorship\",\"volume\":\"69 1\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-11-29\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Sports Marketing and Sponsorship\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/ijsms-07-2024-0162\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Sports Marketing and Sponsorship","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/ijsms-07-2024-0162","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
The role of athlete brands for the international marketing of professional sports leagues: a case study of the German Bundesliga in Asia
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.
求助内容：
应助结果提醒方式：
京公网安备 11010802042870号
