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Full-Text Articles in Sports Management
An Examination Of Sustainable Marketing And Fan Engagment Within The Sports Industry, Caroline Meizen
An Examination Of Sustainable Marketing And Fan Engagment Within The Sports Industry, Caroline Meizen
Honors Projects in Marketing
The goal of this research-based thesis was to uncover the prominent methods of connecting with fans and recognizing preferences of marketing messages to see if sustainable marketing will increase engagement on game-day or have a neutral impact. Research was conducted through an analysis of case studies from the perspective of teams, athletes, and venues. A survey was distributed to analyze fan behaviors related to the importance of sustainability, engagement preferences with marketing messages and overall impact of the sports space as a platform for sustainable messages. Survey results of sports fans showed that the connection with their favorite teams and …