The first sign of commercialisation in football appeared in the early 1900s, when popular domestic brands started to promote themselves at major stadiums in England.

When you think of football, particular clubs and players will stand out for you. But why these particular names?

Many marketers strive to make positive connections with their consumers but remain content with various traditional strategies. Brands find it hard to get their message to resonate with consumers, which can be down to a number of different reasons.