Article2006

Globalisation and sports branding: the case of Manchester United

89 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Consumer Behavior in Brand Consumption and Identification Physical Education and Sports Studies Sports, Gender, and Society

Abstract

Abstract In 2005 Manchester United was taken over by US businessman Malcolm Glazer, in part because of the club's brand name prominence in the global sport of soccer. This paper examines how Manchester United rose to a pre-eminent position in world football through its on-field performances and its off-the-field management strategies. It shows how the club took its storied history into world markets to take full advantage of globalisation, the opportunities extended through the English Premier League's reputation and developments in global media technologies. Astute management of club resources is identified as the major factor in global brand management.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1981Culture's Consequences: International Differences in Work-Related Values 1980Competitive Strategy: Techniques for Analyzing Industries and Competitors 1990Competitive Advantage of Nations 1996‘Building Strong Brands’1989The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey 1987Competition in Global Industries 1992Matching Product Catgeory and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects

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2011International sport marketing: practical and future research implications 2009Corporate citizenship in football: delivering strategic benefits through stakeholder engagement 2010Building global football brand equity 2010England expects: English newspapers’ narratives about the English football team in the 2006 World Cup 2008The internationalisation of a sports team brand: the case of European soccer teams 2009

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