Managing Commercial Innovation in Sport

Hans Erik Næss () and Anne Tjønndal ()
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Hans Erik Næss: Kristiania University College
Anne Tjønndal: Nord University

Chapter Chapter 4 in Innovation, Sustainability and Management in Motorsports, 2021, pp 59-80 from Springer

Abstract: Abstract Attracting fans fast is alpha and omega for a young championship like Formula E. But as the championship strives to differentiate itself from similar racing series and even contravene some of the traditions in motorsport, its fan base needs to be created just as much as found or attracted from other (motor)sports. This chapter explores this process of ‘creating’ fans in Formula E through commercially innovative features like the ‘FanBoost’ and other initiatives relating to concepts like co-creation, mediatization and the digital consumer patterns of Generation Y.

Keywords: Digitalization; eSports; Generation Y; Sport fandom (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-74221-8_4

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DOI: 10.1007/978-3-030-74221-8_4

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