From an announcement in the middle of the night, to a rap video featuring a social media star, the unveiling of Paul Pogba by Manchester United broke new ground.
From ex-Man United goalkeeper Edwin van der Sar’s journey into marketing to Warburtons teaming up with the Muppets, here are five things you need to know from the week of marketing.
With the Barclays Premier League having just kicked off – the last season with the bank as headline sponsor – brands such as Carlsberg, Nike, Gumtree and Yokohama tell Marketing Week how they’re using social media and the football platform’s global scale to build brand awareness.
Marketing’s influence in creating an organisation’s vision has arguably never been stronger but the task of attracting and retaining the visionary marketers of the future, building the right structure and team balance has never been more challenging.
Manchester United has topped Bayern Munich as the world’s most valuable football club brand with a value of $1.2bn according to the Brand Finance Football 50.
Manchester United football club is on a quest to join the dots between fans and sponsors to deliver more addressable digital campaigns.
Liverpool FC’s football stock rose last season, returning to the Champions League after five years and just missing out on the title to Manchester City. Despite the recent successes and a huge global fanbase, the club has been slower to reap the commercial benefits in the same way rivals have in recent years.
Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.
Manchester United’s performance on the pitch might have dipped in the last year but that has not deterred sponsors with the club’s global income from brands eager to associate with the Premier League club rising 49 per cent in its latest fiscal year.
Manchester United have emerged the dominant player in the scramble for localised sponsorships deals among Europe’s elite football clubs, securing nearly two thirds (60 per cent) of the €54bn (£32.5bn) the region’s 20 biggest clubs extracted from the strategy last season, according to a report.
Chevrolet says it does not need to “shout loud” about its reported £357m Manchester United tie-up and will instead build awareness worldwide through local community projects.
Champions League winners Real Madrid have fended off Spanish rivals FC Barcelona to retain the title as the world’s most valuable sports franchise, while Manchester United saw a year of upheaval both on and off-the pitch dent its brand value, according to Forbes.