Purpose – The purpose of this is to analyse co‐branding as leverage for both teams and equipment manufacturers in their internationalization endeavours. In other words, how can teams and equipment manufacturers benefit from their association in order to expand internationally?...

Purpose – The purpose of this paper is to identify the catalyzing factors team managers of previously successful European football clubs could capitalize on in order to build or rebuild the brand identity of their respective team via the Europa League. Design/methodology/approach – The...