The Elusive Fan: Reinventing Sports in a Crowded Marketplace

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en Limba Engleză Hardback – 16 Jul 2006
Sports are a multibillion-dollar global business that will continue to grow by leaps and bounds into the foreseeable future. The bad news is: It's never been harder to attract, engage, and retain the sports fan.
Today's sports fans are bombarded by choices. Traditional sports, such as baseball, football, and basketball, compete for fans' dollars with snowboarding, lacrosse, poker…even paintball. The old business formulas, developed in the age of three TV networks and creaky stadiums, no longer apply.
World-renowned communication expert Irving Rein, international marketing guru Philip Kotler, and communication specialist Ben Shields deliver an innovative new business model centered squarely on fan satisfaction and retention. They give you the tools to transform your sports product into an enduring brand-immune to the vagaries of winning and losing-that quickly adapts to changing market conditions. Along the way they illustrate their points with fascinating case studies, including
  • Manchester United's transformation from a plucky home team to a billion-dollar international franchise
  • Professional golf phenomenon Michelle Wie's quest to maximize her talents and marketability
  • Southlake Carroll High School football team's benchmarking of professional and college football programs to build its own brand
  • Daytona International Speedway's reinvention of fan intimacy
Combining expert analysis with field-tested strategies for winning hearts and minds, The Elusive Fan is your guide to surviving and thriving in today's ever-widening world of sports.
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ISBN-13: 9780071454094
ISBN-10: 0071454098
Pagini: 368
Dimensiuni: 158 x 226 x 33 mm
Greutate: 0.66 kg
Editura: McGraw Hill Education
Colecția McGraw-Hill Education
Locul publicării: United States


PART ONE: Reaching the Elusive Fan

1.The Fan Challenge

2. Sports in Trouble

3. How Fans Connect

PART TWO: Connecting to the Elusive Fan

4. Reinventing the Sports Brand

5. Generating the Sports Brand Transformation

6. Implementing the Sports Brand Transformation

7. Communicating the Sports Brand

PART THREE: Surviving in the Sports Fan Marketplace

8.Sustaining the Fan Connection

9. Successful Cases in Sports Branding

10.The Future of Fan Connection