If you think of sport as a pyramid, there are us sporting try-hards at the bottom; those that do it for fun, fitness and friendship. The base of the pyramid is wide representing the large numbers of playing sport (and let’s not forget the coaches and officials and administrators) at this level. As you move up the pyramid, the level of performance gets higher and the number of people decreases. This is quite similar to organisational structures that show a CEO and executive at the top of the pyramid, middle management in the middle, then frontline staff and finally clients at the base. Contemporary management speak recommends that the pyramid be turned upside down (Bhote, 2002) so that the most important people are at the top. I think this applies to sport, and the Crawford Report seems to support this notion.
Co-branding is a marketing term that describes the associations that people create between one or more “things”. These can be anything from the smell of a sunscreen to a childhood holiday destination; for me Coppertone and Brooms Head). While co-branding is something that happens sub consciously, it is one of the fundamentals of marketing. Continue reading Co-branding of events