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Sports Branding – A Complex Process

Sergiu Vlad Stan ()
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Sergiu Vlad Stan: “Valahia†University of Târgoviște

Ovidius University Annals, Economic Sciences Series, 2019, vol. XIX, issue 1, 533-539

Abstract: “Sports and entertainment have been convergent ever since the dawn of capitalism†(Carter, 2010, p. 26). From this point of view, throughout the years, sports stakeholders and every person involved in sports activities understood the necessity of promoting sports as a social phenomenon. However, the evolution of sports branding, the complexity of the process of sports branding has evolved and today consists rather in promoting each part of the sports process. Therefore, the present article aims to highlight the sum of processes, which stand behind sports branding. Thus, sports branding is a concept that can be analysed through different perspectives such as product branding, personal branding, corporate branding, place branding and last but not least events branding. All these concepts are not convergent but rather seek to explain different areas finding practical application in sports as well as in other fields of activity.

Keywords: sports branding; product branding; personal branding; corporate branding; re-branding (search for similar items in EconPapers)
JEL-codes: M31 M39 Z20 Z29 (search for similar items in EconPapers)
Date: 2019
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Handle: RePEc:ovi:oviste:v:xix:y:2019:i:1:p:533-539