Publication at Faculty of Physical Education and Sport |
2011
Abstract
Nowadays the sports brand plays an essential role in the sports industry and is one of the key factors for marketing strategies development. This article provides a theoretical background regarding sports brand, its value and methods of the brand value measurement.
Based on these theoretical backgrounds, specific determinants of sports brand are analyzed and the brand value of most valuable global sports brands is specified. For the purposes of this article are applied three acknowledged methods of brand value measurement, namely methods according to Interbrand, BrandZ and Forbes.
Analyzed is not only the value of sports business brands but also the value of brands of sports teams, athletes and events.