Sport loyalty programs and their impact on fan relationships

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 [...]