TY - JOUR
T1 - Opportunity or obstacle? : a preliminary study of professional sport organisations in the age of social media
AU - O'Shea, Michelle
AU - Duarte Alonso, Abel
PY - 2011
Y1 - 2011
N2 - An extensive body of academic literature has acknowledged the importance that relationship marketing, community alliances and mass communications play in the marketing and branding of professional sport organisations. However, little has been directed at recent media developments and the degree to which they affect professional sport organisations. The present case study examines the ways in which three professional clubs from two different sporting codes are leveraging traditional marketing approaches as well as adapting to emergent technologies and an increasingly media-driven consumer-base. Responses clearly demonstrate the blending of traditional marketing strategies and technology, including social media, in an effort to convert and build fruitful long-term club-supporter relationships. Furthermore, the complexities faced by the marketers of professional sport organisations become exacerbated by the very rapid changes taking place among new generations of professional sport consumers.
AB - An extensive body of academic literature has acknowledged the importance that relationship marketing, community alliances and mass communications play in the marketing and branding of professional sport organisations. However, little has been directed at recent media developments and the degree to which they affect professional sport organisations. The present case study examines the ways in which three professional clubs from two different sporting codes are leveraging traditional marketing approaches as well as adapting to emergent technologies and an increasingly media-driven consumer-base. Responses clearly demonstrate the blending of traditional marketing strategies and technology, including social media, in an effort to convert and build fruitful long-term club-supporter relationships. Furthermore, the complexities faced by the marketers of professional sport organisations become exacerbated by the very rapid changes taking place among new generations of professional sport consumers.
UR - http://handle.uws.edu.au:8081/1959.7/552342
U2 - 10.1504/IJSMM.2011.044790
DO - 10.1504/IJSMM.2011.044790
M3 - Article
SN - 1740-2808
VL - 10
SP - 196
EP - 212
JO - International Journal of Sport Management and Marketing
JF - International Journal of Sport Management and Marketing
IS - 45385
ER -