We take sports marketing very seriously, that’s why we are constantly building knowledge through academic papers and other relevant publications.

The formation, organisation and management of MyFootballClub – some implications for marketing practice
Published at Journal of Direct, Data and Digital Marketing Practice (2008) 10, 150–160. Co-authors: Guilherme Guimarães, Simon Chadwick, Will Garford and Daragh O’Reilly


An Analysis of MyFootballClub As A Brand Community
Published at The Sports Business Exchange (2010) Spring Issue, 6-15


Opportunities for using virtual communities by the Olympic Movement (ask us about this paper)
Published at Olympic Virtual Congress. Co-authors: Guilherme Guimarães, Alexandra Rohr


Promoting Football Democracy Online? An analysis of the myfootballclub experiment (ask us about this paper)
Not published. Co-authors: Guilherme Guimarães, Daragh O’Reilly and Chris Stride