Sports fans have become customers: sports have become experiences
DOI:
https://doi.org/10.6008/CBPC2179-684X.2020.004.0003Keywords:
Supporter, Sports Club, Sports Marketing, Sports CustomerAbstract
Sports events gather supporters to share their emotions, excitations and passions in a game and, they become an ordinary game in an incredible sports experience. By and large, marketers have designed marketing activities looking into the supporters as customers. This theoretical paper aims to depict and discuss supporters’ perspectives required to design and establish (by a sports club as well as sponsorships) a sports event, experience and entertainment lined up to supporters' needs and desires understanding them as customers of a sports club' goods. For depicting and discussing the supporters as customers as well as sports as experiences, five topics were developed to achieve the objective: (a) supporters definition, (b) supporters want experiences, (c) supporters as customers, (d) supporters are looking for new media platforms to interact with their favorite sports club; (e) and supporters-members as revenues source of a sports team. In the United States and in Europe countries, many sports entities have implemented marketing strategies to create customer orientation focusing the supporter as a client, thus, the main source to reach new revenues and profits. Therefore, this paper aims to promote this topic in sports teams in Brazil.
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