How can non-profit National Sport Organizations in Canada create effective brands, especially on social media, from which they can co-create value with stakeholders such as athletes, fans, sponsors, and the media? In a three-phase project funded by the Social Sciences and Humanities Research Council of Canada, Marijke Taks, Benoit Séguin (University of Ottawa) and colleagues examined the challenges faced in managing and governing sports brands, and offer solutions to maximise benefits.

Read more about their research in Research Outreach and in the journal European Sport Management Quarterly: https://doi.org/10.1080/16184742.2019.1690538