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Opportunity Or Obstacle? A Preliminary Study Of Professional Sport Organisations In The Age Of Social Media, Michelle O'Shea, Abel Alonso
Opportunity Or Obstacle? A Preliminary Study Of Professional Sport Organisations In The Age Of Social Media, Michelle O'Shea, Abel Alonso
Abel D Alonso
An extensive body of academic literature has acknowledged the importance that relationship marketing, community alliances and mass communications play in the marketing and branding of professional sport organisations. However, little has been directed at recent media developments and the degree to which they affect professional sport organisations. The present case study examines the ways in which three professional clubs from two different sporting codes are leveraging traditional marketing approaches as well as adapting to emergent technologies and an increasingly media-driven consumer-base. Responses clearly demonstrate the blending of traditional marketing strategies and technology, including social media, in an effort to convert …
Rusting On Fans: Nurturing Sport Team Identification Via The Creation Of Generational Fandom - A Case Study, M. O'Shea, Abel Alonso
Rusting On Fans: Nurturing Sport Team Identification Via The Creation Of Generational Fandom - A Case Study, M. O'Shea, Abel Alonso
Abel D Alonso
A complex issue faced by sport marketers relates to how they nurture new generations of fans in a rapidly evolving sport/entertainment marketplace. The study examines this issue among marketers and CEOs of three professional sport organisations. The application of the psychological continuum model (PCM) is considered as a framework for understanding. The key emphasis was the organisations' capacity to 'rust on' new and traditional fans in order to nurture long-term allegiance. In a ferociously competitive marketplace, where sport brand diversity (more clubs) can create fan confusion and desertion, the traditional importance of club-fan bonds through 'rusting on' remains a focus.