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Sports Branding – A Complex Process

Author

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  • Sergiu Vlad Stan

    (“Valahia†University of Târgoviște)

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.

Suggested Citation

  • Sergiu Vlad Stan, 2019. "Sports Branding – A Complex Process," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 533-539, August.
    • Handle: RePEc:ovi:oviste:v:xix:y:2019:i:1:p:533-539
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    More about this item

    Keywords

    sports branding; product branding; personal branding; corporate branding; re-branding;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • Z20 - Other Special Topics - - Sports Economics - - - General
    • Z29 - Other Special Topics - - Sports Economics - - - Other

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