Brand Value and Marketing Strategies of Professional Sports Clubs

Mengen Liu ()
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Mengen Liu: Jinan Xinhang Experimental Foreign Language School

A chapter in Proceedings of the 2023 International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2023), 2024, pp 239-248 from Springer

Abstract: Abstract With the rapid development of the sports industry, professional sports clubs face new opportunities and challenges in brand building. This paper explores the key driving factors for enhancing club brand value through case studies of Manchester United, the Golden State Warriors, and Real Madrid. The research findings suggest that clubs must prioritize competitive performance, expand commercial development, promote digital transformation, implement global strategies, and shape a consistent brand image. This paper argues that only by adopting a comprehensive brand strategy and continuously innovating can professional sports clubs gain a sustainable competitive advantage and achieve long-term brand value growth in the face of intense competition.

Keywords: professional sports clubs; brand value; competitive performance; digital transformation; global strategy (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-441-9_22

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DOI: 10.2991/978-94-6463-441-9_22

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