Brand opportunites extend past World Cup

Following his gutsy performance for Team USA in the FIFA World Cup, goalkeeper Tim Howard is preparing for a big score…

As for Howard, “Tim can make some money in the U.S. I wouldn’t call it a big payday compared to other athletes,” says Paul Danforth, head of global sales at CAA Sports. Manish Tripathi, a marketing professor at Emory University who focuses on sports, advises Howard to “make deals as soon as possible. Once the World Cup ends, the enthusiasm will wane. Think Landon Donovan after he had the big goal against Algeria in the last World Cup.”

About Emory Sports Marketing Analytics

The Emory Sports Marketing Analytics website was started to provide an outlet for research on how sports entities (Leagues, Teams, and Players) create valuable marketing assets.  The term “sports marketing assets” may be unfamiliar, but we feel it is useful terminology for thinking about sports marketing.  In particular, we are interested in how sports organizations create brand equity and customer loyalty.   The idea is that sports organizations and their marketing staffs should focus on creating valuable brands and intense fan loyalty.  Valuable brands and loyal fan relationships are both best viewed as assets in that they provide long-term value to organizations, and because these items need to be managed and protected.  As academics, our work tends to use a combination of statistical tools and consumer behavior theory.

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