COVID-19 and the Bundesliga: a study of digital fan engagement strategies in professional soccer

Laura Matz, Gashaw Abeza and David Wagner

Chapter 24 in Research Handbook on Sport and COVID-19, 2022, pp 301-312 from Edward Elgar Publishing

Abstract: This chapter examines how the German Bundesliga clubs have responded to the COVID-19 challenges in terms of engaging fans digitally. Expert interviews were conducted with 13 representatives from three stakeholder groups of the league: club senior managers, consulting managers, and fan representatives. Findings outline six digital engagement principles learned from the clubs' response to the challenges. These include fan centricity at the core, creating a 360-degree view of the fan, turning physical into virtual encounters, the rise and adaptation of social media use, converting tactic into strategic solutions, and the need for flexible and innovative environment. Theoretical and practical implications as well as suggestions for future research are provided.

Keywords: Economics and Finance; Law - Academic; Sociology and Social Policy; Sustainable Development Goals (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.elgaronline.com/view/edcoll/9781802207576/9781802207576.00034.xml (application/pdf)
Our link check indicates that this URL is bad, the error code is: 503 Service Temporarily Unavailable

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:elg:eechap:21289_24

Ordering information: This item can be ordered from
http://www.e-elgar.com

Access Statistics for this chapter

More chapters in Chapters from Edward Elgar Publishing
Bibliographic data for series maintained by Darrel McCalla ().