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

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

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Interpretivist

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1. International Journal of Sport Management and Marketing

2. 2011 Vol.10 No.3/4

Authors: Michelle O'Shea; Abel Duarte Alonso

Addresses: School of Management, University of Western Sydney, Locked Bag 1797, Penrith South DC, NSW 2571, Australia. ' School of Management, University of Western Sydney, Locked Bag 1797, Penrith South DC, NSW 2571, Australia

Abstract: 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.

Keywords: professional sport organisations; marketers; fans; social media; opportunities; challenges; relationship marketing; community alliances; mass communications; branding; brands; professional clubs; sporting codes; media-driven bases; consumer bases; long-term relationships; club-supporter relationships; sport consumers; internet; world wide web; blogs; blogging; social networking; networks; National Rugby League; Hyundai A-League; Australia; football; soccer; sport management; sport marketing; emerging technologies.

DOI: 10.1504/IJSMM.2011.044790

International Journal of Sport Management and Marketing, 2011 Vol.10 No.3/4, pp.196 - 212

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Article: Opportunity or obstacle? A preliminary study of professional sport organisations in the age of social media Journal: International Journal of Sport Management and Marketing (IJSMM) 2011 Vol.10 No.3/4 pp.196 - 212 Abstract: 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. Inderscience Publishers - linking academia, business and industry through research

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International Journal of Sport Management and Marketing 2011 Vol.10 No.3/4 Authors: Michelle O'Shea; Abel Duarte Alonso Addresses: School of Management, University of Western Sydney, Locked Bag 1797, Penrith South DC, NSW 2571, Australia.

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"Back in the Day, You Opened Your Mine and on You Went": Extractives Industry Perspectives on Sport, Responsibility, and Development in Indigenous Communities in Canada

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"Back in the Day, You Opened Your Mine and on You Went": Extractives Industry Perspectives on Sport, Responsibility, and Development in Indigenous Communities in Canada

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Interpretivism

http://web.a.ebscohost.com.ezproxy.is.ed.ac.uk/ehost/detail/detail?vid=0&sid=219ce4de-b74e-423b-b96d-7f6cbcb8ff8a%40sdc-v-sessmgr01&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=146363674&db=bth

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Sport Ecology: Conceptualizing an Emerging Subdiscipline Within Sport Management 

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Sport Ecology: Conceptualizing an Emerging Subdiscipline Within Sport Management 

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pragmatist

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LGBT Diversity and Inclusion, Community Characteristics, and Success.

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LGBT Diversity and Inclusion, Community Characteristics, and Success.

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Post-positivism
http://web.a.ebscohost.com.ezproxy.is.ed.ac.uk/ehost/detail/detail?vid=3&sid=a8193efa-9d22-4a7e-9fe6-71e30947fd09%40sdc-v-sessmgr02&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=146363673&db=bth

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Running Through Travel Career Progression: Social Worlds and Active Sport Tourism.

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Running Through Travel Career Progression: Social Worlds and Active Sport Tourism.

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Positivism

http://web.a.ebscohost.com.ezproxy.is.ed.ac.uk/ehost/detail/detail?vid=4&sid=a8193efa-9d22-4a7e-9fe6-71e30947fd09%40sdc-v-sessmgr02&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=146363671&db=bth

# data[].attributes.headline
Analysis of existing literature on management and marketing of the fitness centre industry

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Analysis of existing literature on management and marketing of the fitness centre industry

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critical realist

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The present paper discusses a literature analysis to provide a comprehensive overview of the current status of research on the management and marketing of fitness centres. Four data bases were utilised: SCOPUS, ABI INFORM, ISOC and SPORTDISCUS. The following combination of search terms was employed: 'fitness industry' and 'fitness centre'. These key words exposed about 87 articles that were published between 1980 and 2013. The articles were categorised chronologically and by publishing journal and content. The results revealed that the body of knowledge of fitness centres is heterogeneous. The thematic areas of the content of the articles are, in the order from the most number to the least number of publications: quality; satisfaction and loyalty; human resources; sociological aspects; organisational culture; segmentation; sport facilities; and innovation.

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Analysis of existing literature on management and marketing of th...: Ingenta Connect

# data[].attributes.attachment_link.description
The present paper discusses a literature analysis to provide a comprehensive overview of the current status of research on the management and marketing of fitness centres. Four data bases were utilised: SCOPUS, ABI INFORM, ISOC and SPORTDISCUS. The following combination of search terms was employed: 'fitness industry' and 'fitness centre'.

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eSport: Construct specifications and implications for sport management

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eSport: Construct specifications and implications for sport management

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pragmatist

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Abstract

The purpose of this article is to add to the conceptual discussion on eSport, analyze the role of eSport within sport management, and suggest avenues for future eSport research. The authors suggest that debates surround the degree to which eSport represents formal sport, and disagreements likely stem from conceptualizations of sport and context. Irrespective of one's notion of eSport as formal sport, the authors suggest the topic has a place in sport management scholarship and discourse. Such a position is consistent with the broad view of sport adopted by Sport Management Review, the perspective that eSport represents a form of sportification, and the association among eSport and various outcomes, including physical and psychological health, social well-being, sport consumption outcomes, and diversity and inclusion. Finally, the authors conclude that eSport scholarship can advance through the study of its governance, marketing, and management as well as by theorizing about eSport.

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# data[].attributes.attachment_link.title
eSport: Construct specifications and implications for sport management

# data[].attributes.attachment_link.description
The purpose of this article is to add to the conceptual discussion on eSport, analyze the role of eSport within sport management, and suggest avenues for future eSport research. The authors suggest that debates surround the degree to which eSport represents formal sport, and disagreements likely stem from conceptualizations of sport and context.

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Women and Leadership Development in Australian Sport Organizations.

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Women and Leadership Development in Australian Sport Organizations.

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Interpretivism
http://web.a.ebscohost.com.ezproxy.is.ed.ac.uk/ehost/detail/detail?vid=6&sid=a8193efa-9d22-4a7e-9fe6-71e30947fd09%40sdc-v-sessmgr02&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=146363678

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Leveraging Subculture and Identity to Promote Sport Events

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Leveraging Subculture and Identity to Promote Sport Events

# data[].attributes.body
pragmatist

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Leveraging Subculture and Identity to Promote Sport Events

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In order to increase the number of visitors attracted to sport events, organisers have sought to broaden their appeal by adding to the range of consum...

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Extending the Kaleidoscope Career Model: Understanding Career Needs of Midcareer Elite Head Coaches.

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Extending the Kaleidoscope Career Model: Understanding Career Needs of Midcareer Elite Head Coaches.

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Interpretivism
http://web.a.ebscohost.com.ezproxy.is.ed.ac.uk/ehost/detail/detail?vid=5&sid=a8193efa-9d22-4a7e-9fe6-71e30947fd09%40sdc-v-sessmgr02&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=146363676&db=bth

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Marketing in sport leagues: optimising the product design. Intra-championship competitive intensity in French football Ligue 1 and basketball Pro A

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Marketing in sport leagues: optimising the product design. Intra-championship competitive intensity in French football Ligue 1 and basketball Pro A

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realist