SELLING A SPORTS CLUB IDENTITY

Gheorghe Jinga

Marathon, 2016, vol. 8, issue 1, 60-68

Abstract: Selling the identity of a sports club is very important in the survival of a sports club in this day and age. Without a steady flow of fans, a sports club will not be able to sell tickets or season tickets thus not collecting any income, without no fans sponsors will not be interested or any public authority. It is a complex mechanism and if only one wheal is missing a sport club will not be able to survive, even if he has a big history of awards and titles. It is important for a manager to create a model or identification (Attractiveness of players, Social acceptance, Variety seeking (negative influence), Involvement with the sport, Performance (team/player)) in order to get fans to connect and identify with the sport club and get to make them engage in support behaviors Meeting (games, events, fan clubs, etc.), Merchandise buying (souvenirs, licensed logo items, etc.) and Media consumption related to the team (online, newspaper, TV, radio, etc.).

Date: 2016
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