From sport to ‘sportainment’: The art of creating an added-value brand experience for fans

André Richelieu
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André Richelieu: ESG UQAM, Canada

Journal of Brand Strategy, 2021, vol. 9, issue 4, 408-422

Abstract: Sport, by itself, ceased to exist a long time ago. We are now living in the era of ‘sportainment’, the merger of sport and entertainment. On the one hand, ‘sportainment’ epitomises a major trend, or process, that is reshaping the boundaries of the industry, which aligns with Schumpeter’s ‘creative destruction’ theory. On the other hand, ‘sportainment’ is a potential strategic leverage for sport organisations and sport industry stakeholders in order to create an added-value brand experience for fans. Therefore, the objectives of this conceptual article are to articulate the concept of ‘sportainment’, identify strategic branding implications and present a set of guidelines to managers who work in the sport industry. If ‘sportainment’ can fit naturally in some cases and contribute to broadening the fan base, as well as deepening customer loyalty, in some others, finding a balance between the product on the field and entertainment can become challenging. In this vein, the article examines the four pillars that can help generate an added-value brand experience via ‘sportainment’ and how a stakeholder can deliver its brand promise through sport, spectacle and technology.

Keywords: ‘Sportainment’; sport; entertainment; added-value brand experience; customer lifetime value; ‘creative destruction’; NBA; e-sportPhoto (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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