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Brand Value and Marketing Strategies of Professional Sports Clubs

In: Proceedings of the 2023 International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2023)

Author

Listed:
  • Mengen Liu

    (Jinan Xinhang Experimental Foreign Language School)

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.

Suggested Citation

  • Mengen Liu, 2024. "Brand Value and Marketing Strategies of Professional Sports Clubs," Advances in Economics, Business and Management Research, in: Peng Dou & Keying Zhang (ed.), Proceedings of the 2023 International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2023), pages 239-248, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-441-9_22
    DOI: 10.2991/978-94-6463-441-9_22
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