Fostering connections between sports teams and consumers

Kathryn R. Mercurio, Frank Veltri

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

Brands are critical for creating business value, and sports business is no exception. Brands and sporting events have long played nicely together, especially in the arena of sponsorships where brands have been able to put their name on uniforms, racing cars, and stadium grounds. This is in part due to the fact that sports provide access to a relationship with an audience that may be more likely to consider their products, and that has similar values in terms of enjoying competition, victory, and celebration. This relationship sports teams have with each of their consumers, or fans, contributes greatly to the success of sport brands and their wide recognition. Being a sports fan is considered a way of life, and a part of someone's identity. This strong connection to a team can promote success and expansion - even internationally. But how do sports teams foster this deep connection? The configuration of the worldwide television networks, internet, and wireless networks has greatly expanded the ability of sports teams to promote their brand and improve their brand image. Furthermore, many sports have established universal brand appeal as they move from their traditional home countries to places all over the world.

Original languageEnglish
Title of host publicationBrand Touchpoints
Pages247-272
Number of pages26
ISBN (Electronic)9781536135671
StatePublished - 25 Jul 2018

Keywords

  • Social identity
  • Sponsorships
  • Sports advertising

Fingerprint

Dive into the research topics of 'Fostering connections between sports teams and consumers'. Together they form a unique fingerprint.

Cite this