The Elusive Fan: Reinventing Sports in a Crowded Marketplace - download pdf or read online

By Irving Rein

ISBN-10: 0071454098

ISBN-13: 9780071454094

Activities are a multibillion-dollar worldwide enterprise that may keep growing through leaps and limits into the foreseeable destiny. The undesirable information is: it truly is by no means been more durable to draw, interact, and maintain the activities fan.Today's activities fanatics are bombarded by means of offerings. conventional activities, resembling baseball, soccer, and basketball, compete for fanatics' funds with skiing, lacrosse, poker even paintball. The outdated company formulation, built within the age of 3 television networks and creaky stadiums, not apply.World-renowned communique specialist Irving Rein, overseas advertising guru Philip Kotler, and verbal exchange professional Ben Shields bring an leading edge new company version established squarely on fan delight and retention. they offer you the instruments to rework your activities product into a permanent brand-immune to the vagaries of successful and losing-that speedy adapts to altering marketplace stipulations. alongside the best way they illustrate their issues with attention-grabbing case stories, including-Manchester United's transformation from a plucky domestic staff to a billion-dollar foreign franchise-Professional golfing phenomenon Michelle Wie's quest to maximise her skills and marketability-Southlake Carroll highschool soccer team's benchmarking and faculty soccer courses to construct its personal brand-Daytona foreign Speedway's reinvention of fan intimacy Combining specialist research with field-tested thoughts for profitable hearts and minds, The Elusive Fan is your consultant to surviving and thriving in ultra-modern ever-widening international of activities.

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Extra info for The Elusive Fan: Reinventing Sports in a Crowded Marketplace

Sample text

They largely controlled the sports industry, and the power in the management-player relationship was almost always skewed toward the former. It’s also true that in professional sports there was nowhere near the money that emerged in later generations. Professional players were generally paid low salaries and had limited rights. They usually worked second jobs in the off-season selling insurance and real estate and, while often accessible to fans, saw themselves as ordinary citizens trying to make a living.

Most of these sports thrived in larger urban markets where there was an audience to consistently attend games. In contrast, small towns were served by minor league baseball, football, and basketball teams, company-sponsored amateur teams, and college athletics. In this era, place identified teams and athletes such as the Toronto Maple Leafs and the Finnish and Norwegian skiers became household names with huge followings. The independent African American basketball team, owned and managed by an entrepreneurial promoter from Chicago named Abe Saperstein, redefined sports history.

Not only did television facilitate cultural change, but the end of World War II produced a changed American family. The post–World War II economic boom quickly affected how people spent their money. Families had more disposable income to spend and shared it with their children. With money in their hands, the youth market flourished and began influencing the marketing decisions of companies. Youth were spending money on Elvis, McDonald’s, Levis, CocaCola, and hula hoops. In the sports world, for the kid who might have only played football in the past, there were now more things to do and less time to fit them all in.

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The Elusive Fan: Reinventing Sports in a Crowded Marketplace by Irving Rein


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