In this issue, we focus on one of the most dynamic, fascinating and multifaceted areas of marketing: sports marketing. Sport is no longer just a competition – it is a stage for innovative ideas, brand management and sponsorship strategies that both arouse the passion of fans and create sustainable business models for companies.
In this issue, we take an in-depth look at the future of sports marketing and show how current trends, technologies and developments are shaping the industry. In an interview with Alexander Jobst, CEO and Chairman of the Board of Fortuna Düsseldorf 1895, we show how the marketing of sport has changed from a 90-minute stadium visit to a 24/7 product and why it is still possible to be innovative in a very tradition-conscious industry. In addition to this exclusive interview, we present guest articles in this issue that illustrate the complexity of sports marketing and management. The Athlete Sustainability Index discusses a forward-looking tool for evaluating the sustainability behaviour of athletes.
Another article sheds light on the modification of the starting order in alpine skiing and the balance between economic and sporting interests. Another article shows why live sport is one of the last common cultural ‘campfires’ and how to win the race for attention. The potential of special jerseys in professional football is also discussed: they strengthen the emotional bond between fans, promote awareness of sponsor messages and visualise shared values between clubs and supporters. Last but not least, we will take a look at digital activation in sports sponsorship as well as innovations and success factors that will shape the future.
We invite you to immerse yourself in this exciting world with us – a world in which marketing is associated with more emotions than in almost any other industry.