Good sport: The relationship and effectiveness of branding and sport

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The year 2012 was a huge year for many reasons and people. It was the year of the Diamond Jubilee for Queen Elizabeth in the UK, and the year that Barack Obama won re‐election to the White House. It was also the year of the Olympic Games in London which, for all the doubters who thought the UK would fail to pull off such a huge event, seemed to be a universal triumph.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2013), "Good sport: The relationship and effectiveness of branding and sport", Strategic Direction, Vol. 29 No. 9, pp. 25-27. https://doi.org/10.1108/SD-08-2013-0055