Sports Marketing and Conceptual Evolution Assignment

Assignment Task

Summary of Topic

Students should now be able to:

1. critically evaluate how and why people become fans of sport

2. evaluate the bases on which sports consumers can be segmented

3. critically evaluate key models and concepts in fan base analysis including the sports fan motivation scale (SFMS) and the psychological continuum model (PCM)

4. identify ways in which sports marketers can use analysis to build a fan base and enhance their engagement with sports fans.

The wider field of consumer behaviour analysis provides useful context and rich learning for sports marketers. Students with a particular interest in this aspect of the sports business will benefit from reviewing the more general texts provided in the further reading as well.

Task

• Identify an example where fan base insight has led to a positive change in the sports industry. What was the insight? What impact did this have?

Discussion activity

Firstly, think about the following questions and reflect on them in your study journal.

• How consistent were the definitions of ‘fans’?
• Which stage of the PCM received the most attention in the answers?
• Are there any answers that make you think differently about why people become fans?

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