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Navigable Slide Index

1. Introduction
2. Presentation overview
3. Part 1 - the problem
4. The elusive fan marketplace
5. Competition
6. Fragmentation
7. Network television ratings for sporting events
8. New technology
9. Paintball (1)
10. Paintball (2)
11. Summary of part 1
12. Part 2 - the causes
13. Three generations
14. Monopoly generation
15. Harlem Globetrotters
16. Television generation
17. Gorgeous George
18. Highlight generation
19. Major League Baseball advanced media
20. Summary of part 2
21. Part 3 - the solutions
22. The sport marketing dilemma
23. Capacity threshold
24. Fan attraction and retention
25. Fan connection
26. Brand transformation
27. Ultimate fighting championship (1)
28. Ultimate fighting championship (2)
29. Strategies for fan attraction and retention
30. Strategy 1: eventizing
31. NFL draft
32. Strategy 2: synergistic experiences
33. X Games
34. Strategy 3: star power
35. Star power: redefined
36. Strategy 4: technology integration
37. NASCAR at the track
38. Strategy 5: fantasy sports
39. NBA fantasy
40. Strategy 6: fan participation
41. American idol
42. Fan participation in sports
43. Summary of part 3
44. Conclusion
45. Acknowledgments
46. References (1)
47. References (2)

Topics Covered

• Problems of attracting and retaining sports fans
• Historical perspective on the causes of the contemporary fan attraction and retention challenge
• Systematic approach to solving problems based on fan connections, brand transformation and strategy development
• Specific discussion of the essential strategies for fan engagement

Links

Series:

• Sport Marketing

Categories:

• Marketing & Sales

Bite-size Case Studies:

• Fan connectivity and brand transformation - the ultimate fighter championship experience
• NASCAR - using technology to improve the experience

Talk Citation

Publication History

• Published on May 22, 2008
• Archived on April 4, 2022