Michelle O'Shea

Opportunity or obstacle? A preliminary study of professional sport organisations in the age of social media

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.

Fan moderation of professional sports organisations' social media content: strategic brilliance or pending disaster?

A recent body of literature has begun to address how and why sports organisations can benefit from and leverage new technologies. Using a case study methodology, the present research study addresses this contemporary sports managerial and marketing issue by considering the social media activities of an Australian professional sports organisation. Principally, the study examines the strategies the organisation is using to communicate through and moderate social media content. Instead of employing paid marketing professionals, the organisations social media activities are administered by unpaid members and fans. By surveying the organisations social media moderators and by conducting in-depth semi structured interviews with the organisations managerial and marketing employees, the proceeding paper considers the potential and constraints associated with managing the organisations social media content in this way. While respondents acknowledge several opportunities arising from the organisations involvement in social media, especially with regard to younger users, potential ethical and legal ramification were simultaneously addressed. Thus, finding a balance between open, real-time communication forums while at the same time monitoring user content may continue to be dependent on the dedication, time, and ethical judgment of sports club fan moderators.

The challenges in the wine sector, and winery entrepreneurs’ ways of coping: an international perspective

The study examines, from an international perspective, contemporary challenges of wineries, as well as ways in which owners and managers are coping with those challenges. Marketing issues, including wine sales and finding international clients, competition, bureaucracy and the economic crisis emerge as the most prominent challenges for respondents. Increased involvement from government, the wine sector, as well as government-wine sector collaboration are identified as the most significant ways of coping with some of the challenges. At a time when the forces of competition and growing consumer markets appear to intersect, the findings have very important implications for wineries, their sector, and for consumers.

‘Rusting on’ fans: nurturing sport team identification via the creation of generational fandom – a case study

A complex issue faced by sport marketers relates to how they nurture new generations of fans in a rapidly evolving sport/entertainment marketplace. The study examines this issue among marketers and CEOs of three professional sport organisations. The application of the psychological continuum model (PCM) is considered as a framework for understanding. The key emphasis was the organisations’ capacity to ‘rust on’ new and traditional fans in order to nurture long-term allegiance. In a ferociously competitive marketplace, where sport brand diversity (more clubs) can create fan confusion and desertion, the traditional importance of club-fan bonds through ‘rusting on’ remains a focus.

The "ideal" football experience in the context of a recently established professional league

Abstract In the highly competitive professional sports industry, managers of a newly established competition face many challenges, including “converting” or gaining the allegiance of new groups of consumers (fans, spectators) to their colors. One critical aspect in the converting process relates to the “ideal” game-day experience as perceived by would-be consumers. Gaining knowledge about this area could be critical to professional sport marketers in enhancing the perceived quality of sport events. This study examines the ideal football experience among 1,412 fans of an Australian A-League football (soccer) club. The importance of a lively atmosphere, that of high turnouts of spectators and the opportunity to watch quality and attacking football are highlighted in most comments, even relegating the game’s final score (winning) to a more marginal level of importance. Some of the implications of the findings for professional football marketers and avenues for future research are presented and discussed.

Fans’ perceptions of club season membership: implications for sport organisations’ revenue management

Club season membership and game day expenditure are important income sources for professional sport leagues and events. From a marketing perspective, understanding fans membership experiences can be invaluable for sport managers and marketers. This study examines the perceptions of fans of a National Rugby League (NRL) club concerning season membership. Motivations driving purchase intent, product expectations and factors discouraging membership purchase are critically examined. Contributing financially to the club, guaranteeing game day seating and feeling connected to the club are among the main reasons for club membership purchase. Behind-the-scene opportunities to meet club players and member discounts are critical inclusions driving purchase intent. In contrast, cost, disappointing athlete on-field performance, and poor customer service are some factors discouraging membership purchase. As clubs and leagues seek to maximise revenues, these findings have very important implications sport managers and marketers.

Stakeholder perceptions of a professional sport organisation’s community initiatives: an exploratory case study

The contemporary literature on corporate social responsibility (CSR), corporate philanthropy, and similar areas related to organisations’ involvement with social causes has emphasised the importance of this phenomenon from an organisational perspective. To date, however, knowledge from the ‘demand side’ or perspective of fans and other stakeholders remains under-researched. The present case study addresses this dimension, examining the case of an Australian professional sport organisation. The findings demonstrate strong agreement among respondents, particularly concerning the organisation’s engagement with the community and community orientated causes, and in promoting the sport and the club. Many comments also highlight the need for the club to instil a culture that nurtures future generations of fans. While today the notion of ‘giving back to the community’ has gained in momentum in different environments, practical and symbolic ways to connect with the community appear to be equally valued as financial or other material contributions.