Taxonomy research study




Journals/Web sites etc..

reference Evidence supporting my questions Evidence against my questions Critical viewpoint





































































































The Economics of Sport and the Media












































Sports Media Reporting, producing and planning




















































www.footballmarket .com














Competitive Balance and the Sports Media Rights Market : What are the real Issues.

Whithin the top divisions of the Big Five  domesitic league structures over the last ten years ,thee is no systematic tendency towards greater concentration of league titles. Although Manchester United has been very dominant within the FA Premier League in England over the period (although that dominance is now being chanllenged by Arsenal and, prtentially, Chelsea), in the other Big five leagues, there have been four or more different league champions. However, there is some

evidence that there is trend towards less competitive mobility in these leagues, there have been four or more different league champions. However, there is some evidence that there is a trend towards less competitive mobility in these leagues with thhe same clubs tending to finish towards the top of thr leagues with the same clubs tending to finish towards the top of the league. There is also some tendency towards the league champions finishing with a highr points percentage in recent years indicating a growing gap between the top clubs and the rest of league.


Broadcasting Rights and Competition in Euuropean Football

The economic relationships between sports and the media are long-lasting ones, even though they have evolved significantly in the past 20 years. In particular, converging intersts make some sports appealing to television in therms of audience while television brings into sports a major  inflow of money. As a result, the broadcasting of sports events increasingly attracts television channels.





Public and Media Relations

When a sports media person sits down at the computer to decide on contendt for the day, there is an endless possibility of choice. Much of the information will come from the local news wires, the daily video news feeds,and even from other media. But an important source of information is the professional media specialist.Media relations organizations employ thousands of people and spend millions of dollars every year with one goal in mind—to get their events,products, or services mentioned on the air in the best possible way. It’s the job of the sports media person to sort through all this information and decide how much of it, if anything, will become part of te day’s content.


Modern marketers agree that content marketing is an essential approach for any brand. In the case of football clubs, there is a ton of content that can be used for marketing and communication purposes online, and especially on social media. Pictures and videos from training sessions, press releases, transcripts from press conferences, audio and video interviews with the players or the staff, and much, much more. Heidi Cohen, president of Riverside Marketing Strategies, wrote a post entitled 9 Content Curation Ideas for Bulking Up Your Editorial Calendar, which I would like to adapt to a football brands in this post: Let’s takeUEFA Europa League challengers Torino FC. Ms Cohen addresses nine options for filling an editorial calendar with quality curated content


Television channels do this match day after match day and newspapers have their experts sharing their views about whatever happens in football. Nonetheless, this is nothing a football club cannot do, too. Why not to ask a former player of the club to share a few words before, during and after a match? Many clubs have retired players working for the organisation. They could share their expertise in a tweet, status update or short Instagram video. Torino FC do not take advantage of that, however, their city rivals Juventus FC do. Juve has had former club stars David Trezeguet and Edgar Davids in short Instagram videos addressing their fans. Another great example is Heineken’s #ShareTheSofa campaign. I am aware that Heineken is not a football brand per se, but the idea of having a football personality share his thoughts on Twitter during a match can be implemented by a football club as well. I am confident that 15-second video clips for Instagram can easily be shot as easy as writing a 140-character tweet. Also, why not do both?



Ms Cohen explains in her post, “Lists are a very specific content format; for a list to qualify as content curation, it must collect information from a variety of sources. Further, the curator must add value to the information by categorizing it and adding commentary where appropriate. This form of curation is great for attracting social media shares.” The first thing that comes to mind are Twitter lists. Kevin Shively (2013) raises a good point in his post 5 Ways to Use Twitter Lists as aMarketing Tacticexpressing that, ‘the truth is that we all like to have our egos boosted from time to time. Lists are a great way to do that. If you have a customer base, partners, and influencers that you want to recognize, lists are a great way of doing that without tweeting “I love @RandomUser!” to the entire Twitter universe.’

My idea in this case: The Twitter manager of Torino FC can create individual lists; one displaying current players, another one lists fans and supporters, the next one focuses on sponsors, and another list includes Twitter accounts of the club’s staff. The same can be done on YouTube with playlists of user-generated videos or third-party content, as well as on other platforms. Here an A+-example from Manchester City FC:



Although social media maven Guy Kawasaki has had a better experience with Facebook instead of Periscope in terms of live video broadcasting, it is questionable if Facebook is the better option for football clubs. Nevertheless, Facebook provides higher absolute reach for football organizations. This can be important if relevant engagement can be created. This could be measured through metrics such as attention span/minutes watched, shares, comments, and sentiments.

























  1. Mereu, S. (2018). 9 content curation ideas for football clubs in social media: A Torino FC example. [online] Available at:[Accessed 9 Mar. 2018].
  2. Mereu, S. (2018). 9 content curation ideas for football clubs in social media: A Torino FC example. [online] Available at:[Accessed 9 Mar. 2018].
  3. Day, George S. (1981) The Product Life Cycle: Analysis and Applications Issues. The Journal of Marketing Vol. 45, No. 4, pp. 60-67
  4. Dibb, S. & Simkin, Lyndon, 2008. Market segmentation success making it happen!  New York: Haworth Press
  5. Elliott, G., Rundle-Thiele, S., Waller, D., Smith, S., Eades, L. and Bentrott, I. (n.d.). Marketing.


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