Managers like Arsène Wenger (AW) and Jürgen Klopp are the human faces of the football club brand and facilitate the team's performance on the pitch ( Morrow and Howieson, 2014). Club management is part of the club's branding strategy, including executive managers like the owners, directors and manager ( Anagnostopoulos et al., 2016). Football clubs can use branding strategies to connect with supporters and differentiate them from competitors ( Anagnostopoulos et al., 2016 Bridgewater, 2010 Koenigstorfer et al., 2010). Sport is a significant global economic activity, which was worth approximately US$620bn ( Qara, 2019) with the revenue of English Premier League (EPL) teams exceeding £5bn in the 2018/2019 season ( Ajadi et al., 2020). The full terms of this licence may be seen at Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence.
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