Brand Value and Marketing Strategies of Professional Sports Clubs

DOI

10.2991/978-94-6463-441-9_22How to use a DOI?

Keywords

professional sports clubs; brand value; competitive performance; digital transformation; global strategy

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Mengen Liu
PY  - 2024
DA  - 2024/06/21
TI  - Brand Value and Marketing Strategies of Professional Sports Clubs
BT  - Proceedings of the 2023 International Conference on Economic Management，Financial Innovation and Public Service (EMFIPS 2023)
PB  - Atlantis Press
SP  - 239
EP  - 248
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-441-9_22
DO  - 10.2991/978-94-6463-441-9_22
ID  - Liu2024
ER  -