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Consumer loyalty has long been recognised as a key consideration of marketing strategies focused on customer retention. While the importance of the loyalty construct is widely recognised, the conditions and variables that foster consumer loyalty for a specific service may vary. This paper explores the variables that influence fan attendance at a professional sporting event. It extends prior research by conceptualising both a behavioural and an attitudinal component of loyalty, as well as considering fan involvement with the sport and attraction to the sport. The findings suggest that psychological commitment and resistance to change mediate the effect of fan attraction and involvement on behavioural loyalty in a professional sports context. Keywords fan attendance behavioural loyalty attraction fan involvement international tennis, Executive summary Loyalty in the context of consumption is a 'deeply held commitment to rebuy or repatronise a preferred product/service consistently in the future' (Oliver, 1999, p.34). Studies have demonstrated [...]

This paper examines the effectiveness of a sport loyalty program in fostering fan relationships with a team and its sponsors. The study of 268 US baseball spectators revealed that, in the mind of the fan, loyalty programs generally consist of three underlying components. When these components perform well, they can fuel a member's sense of attachment to a team and their tendency to purchase sponsor products. Recommendations to improve loyalty program performance focus on tactics that build member relationships and identification with the team. Keywords: Loyalty programs, professional sport, fan relationships, Executive Summary Professional sport franchises continue to compete aggressively for spectator attendance. This is especially true in Major League Baseball, which may have gone from 'America's pastime' to being 'past [...]

This paper explores the adoption of a relationship marketing paradigm by the National Basketball Association. A contextualist framework was used to explore the context, content and processes of this change that evolved over a 17-year time period. Personal interviews were conducted with leaders of this league and over 80 documents were reviewed and content analyzed. The results of this study provide insights into relationship marketing and organizational change for sport managers. Final draft received: 10th October 2000 Keywords: Relationship marketing, Organizational change, National Basketball Association, Executive Summary A transformation in the business landscape of professional sport in North America has resulted in the widespread adoption of relationship marketing practices. The relationship marketing paradigm in sport [...]

This paper analyses the media ownership of professional sports teams. The theory of vertical integration is used to identify internal efficiency gains, lower uncertainty and increased market power as general explanations. The industry-specific reasons are examined, particularly the importance of securing access to broadcasting rights. The potential implications for teams, leagues and fans are discussed. It is suggested that media ownership of teams may undermine the sporting and financial viability of leagues thus necessitating intervention by sports administrators and government regulators. Keywords: Economics of professional team sports, vertical integration, team ownership, Executive Summary The professional team sports industry is characterised by a 'peculiar' economics, strategic complexity and intense structural change. An important recent trend in the industry has been the full [...]

When the New England Patriots take the field in Foxborough this month, they'll have a new ally working behind the scenes to make the home game experience great. WIN Waste [...]

Mobile ticketing and temperature checks at the gate. Contact-less and cashless concession stands. Social distancing in the parking lots and stands. It does not sound like the normal way anyone [...]

EVERYONE OUTSIDE NEW ENGLAND NOW ROOTS AGAINST BOSTON'S SPORTS TEAMS. CAN WE BLAME THEM? 'I learned how to fly a few minutes before midnight on Oct. 27,2004. I always thought [...]

When basketball player Stephen Curry signed a new contract with the Golden State Warriors in 2017, jaws dropped at his salary: a whopping $201 million over five years. That's about [...]

The Oakland A's are selling suite tickets for one bitcoin. As of Tuesday, the offer would be 15% less than last week's price. More than 60 people have already expressed [...]

It is incumbent upon us as professionals to provide a lasting, exciting, and memorable centerpiece for a customer's personal entertainment space whether it's a private screening or media room. Assembling [...]

Half an hour before a preseason hockey game last fall, Ted Leonsis strolled down the concourse of Capital One Arena in Washington, stopping every now and then to pose for [...]

Byline: Claude Solnik Who were some of the big winners in professional sports last year? You might mention Tom Brady, who notched another Super Bowl appearance. Nick Foles went from [...]

Byline: Lynn Hume WASHINGTON -- Republican Rep. Steve Russell from Oklahoma has introduced a bill that would treat bonds used to finance professional sports stadiums as taxable private activity bonds [...]

Eduselling is a unique form of selling as it combines needs assessments, relationship building, customer education and aftermarketing in a process that originates at the prospect targeting stage and progresses to an on-going partnership agreement. Results of proprietary research indicate that certain professional sport organizations fall short of educating corporate clients with respect to all of the benefits and attributes of the products they offer: these results led to the development of a nine-step conceptual framework designed to assist corporate salespeople in professional sport. Future research should focus on specific selling activities and attempt to identify those activities that lead to higher retention rates of corporate sponsors. Keywords: Sales, Sponsorships, Professional Sport Franchises, Relationship Marketing, Executive Summary Sales people in professional sport organizations are compensated more for attracting new clients than they are for retaining current clients. This has led to a vision of the [...]

The town that claims to have started 'the Wave' still has trouble filling pro stadium seats Let's face it - a stellar professional-sports town, Seattle ain't. Seattle teams have zero [...]

Bill Curl once turned down the opportunity to cover the Cincinnati Reds as sports editor of the Fairborn (Ohio) Daily Herald. It was a somewhat surprising decision, based on Curl's [...]