Change of name in sport: from tradition to marketing power!

Change of name in sport: from tradition to marketing power!

Ingolstadt, Deutschland - In the world of sport, a remarkable development has taken place that concerns the understanding of team names and their marketing. Prof. Dr. In this context, Sebastian Kürschner from the University of Koblenz-Landau speaks of "marketing names" that are integral part of a marketing concept. These innovative names are often written in English and can be found in sports with less media attention, such as football, floorball and basketball. In contrast, football, as the highest media sport, is badly affected by these modern name concepts Less.

This research shows that teams are increasingly seen as individual products and no longer as primary representatives of an association. This leads to a striking structure of the team names, in which the place name often stands directly in front of a nickname, such as the "Starnberg Argonauts". In the traditional sports, such as football and handball, however, the use of old club names or abbreviations was strengthened. Names such as "VfB" or "VfL", combined with the place name, dominate the landscape here.

tradition versus modern marketing

In football, the name itself does not play a central role in the awareness of the team. Fan groups often use nicknames that express affection and connection. Examples of this are names such as "Werkelf" for Bayer 04 Leverkusen or "Clubberer" for 1. FC Nürnberg. These nicknames often contain animal names that are associated with strength and aggressiveness, such as "lions" and "eagles". A well-known example is the nickname "Foal" of the Gladbacher, which goes back to the young, dynamic players from the 1970s.

In the context of marketing, there is an interesting balance: in sports such as volleyball and ice hockey, modern marketing names and traditional nicknames stand next to each other. This could be interpreted as an indication of a creeping change from the classic club representation to contemporary marketing structures.

variety of sports marketing

Sport marketing itself comprises two main aspects: marketing sport and marketing through sport. According to Mulllin, Hurdy & Sutton (2014), sports marketing is a system for combining sports consumers with sports products. Advertising campaigns for stadium visits, ADV campaigns for season tickets or the use of athletes as testimonials, such as Valentino Rossi for Opel, are good examples of this versatility.

The definition of "sport" as a product is complex. These are services or products that meet the needs of a market. For example, season tickets, hospitality tickets or live broadcasts can be counted among the sports products. In addition, it can be observed that 57.2 % of the highest sales of German companies are active in the sports sponsoring industry, which illustrates the enormous importance of sport for marketing.

future of sports marketing

The need for interorganization for marketing sports products is crucial, as is the challenge of taking into account the unpredictable outcome of games in pricing. The emotionality and loyalty of the sports consumers are also special features that shape sports marketing. With the aim of the brand structure and the image transfer, sports clubs are increasingly dependent on sponsorship money and have to efficiently market their sports offer.

The internationalization of sports organizations has become more important since the 2000s. This is shown by national competitions abroad, marketing tours of sports clubs and international cooperation. The entry of international investors in clubs is also an example of this dynamic.

The developments in the field of team names and their marketing are only part of the more comprehensive sports system that is continuously changing. Companies and clubs together face the challenge of adapting to these changes and finding innovative approaches to marketing.

For more information about these topics, you can do the articles from Koblenz-landau href = "https://rtrsports.com/de/blog/sport-marketing-art-sport-und-marketing- Der"> rtr Sports as well as the compilation for the development of sports marketing on wikipedia read.