Sports teams around the world value the importance of keeping their consumers (fans) happy and engaged. The NFL’s New England Patriots are very active in the community and have expansive social media sites and online tools to keep their consumers engaged and connected to all things related to the franchise. Over in Europe, the football franchise Manchester United has created a large following and making sure their consumers are engaged is one of the franchises’ main strategies (Emirates24/7). According to Forbes 50 most valuable sports teams of 2013, both Manchester United (#2 at $3.165 Billion) and the Patriots (#6 at $1.635 Billion) are included on that list. This paper will highlight how both New England and Manchester are identifying their consumers and how their activities are targeting those consumers.
The Patriots and Manchester United are using the community-based events, functions and activities to engage their consumers. The Patriots are committed to running programs that support the New England region of consumers with Patriots Women’s Association, Read Between the Lines, Make-A-Wish and New England Triathlon (Patriots.com). One program in particular, Myra Kraft Community MVP Award, gives substantial prizes to the winners with past winners collecting $2500, $10k and $25k. Manchester United also uses community-based activities in order to keep their active fan base happy (MU Foundation). The team runs the Francis House Children’s Hospice, The Christie Charity and United for UNICEF. These programs offer consumers the opportunity to raise awareness for different charities all while being able to meet and interact with Manchester United’s biggest and best players and team ambassadors. Engagement in the Patriots ...
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Isreal, S. (2013, March 28). The New England Patriots And Contextual Fans - Forbes. Retrieved February 6, 2014, from http://www.forbes.com/sites/shelisrael/2013/03/28/the-ne-patriots-and-contextual-fans/
MU Foundation (2014). Charities Manchester United. Retrieved February 6, 2014, from http://www.mufoundation.org/en/Charities.aspx
Official Website of the New England Patriots | Home. (2014). Retrieved February 6, 2014, from http://www.patriots.com/index.html
Patriots.com (2014). Official Website of the New England Patriots | Community - Programs. Retrieved February 7, 2014, from http://www.patriots.com/community/programs.html
There are thirty-two American football teams in the U.S., and the New Orleans Saints is one of them. A National Football League (NFL) team that originate from New Orleans, Louisiana. New Orleans Saints is a team that fans point at when it comes to unethical decisions. The press and investigators believe that the disputes have been going on a three year span, 2009-2012 (“New Orleans”, n.d.). The title of this uproar that lasted for almost three years is called the ‘Bounty Gate Scandal’. This scandal is known for the New Orleans Saints paying out bonuses to players for taking out opposing players of the game by injuring them (“New Orleans”, n.d.).
The Philadelphia Eagles are one of the most involved teams with Charity. For the past 18 years the Philadelphia Eagles have been building one playground each year throughout the city of Philadelphia for the kids.("Community") Nice playgrounds at schools help increase the amount of kids attending school. These playgrounds being built are also decreasing the amount of injuries that occur and the violence. They reduce injuries and violence because it gives them something fun to rely on to do every day. One of the best things about them is that they help build the community up and engage everyone in the community. "The feeling of looking in the kids' eyes when you are walking off the bus, the excitement they have that the Eagles are in their neighborhood, in their place, you can sort of see the importance they now feel about themselves and the confidence they have," said Eagles Chairman and Chief Executive Officer Jeffrey Lurie.”(NJ.com) The Eagles Youth Partnership gets money in many different ways. One of those ways is having an open training camp at their stadium. They have yard sales during those open training camp. Some of the things they sold were Eagles jerseys, footballs, and equipment. The Eagles EYP raised 50,000 dollars from the used equipment sale and the first day of the training camp.(NJ.com) All of that money raised could be used to buy more than 12,511 books for the children of
“What Is a Concussion?” What Is a Concussion? | Brain Injury Research Institute, www.protectthebrain.org/Brain-Injury-Research/What-is-a-Concussion-.aspx. Accessed 30 Jan. 2018.
In order to determine the current success of the Nashville Sounds I surveyed fans of the game. I used the “snowball effect” to get responses from fans I knew and then had them refer me to fans they knew for responses to my questionnaire. I also submitted my questionnaire to a local blogger who discusses Nashville Sounds baseball. Garnering 38 responses, I feel I have gained knowledge of the typical fan as well as differences in the appeal of the game to different types of fans.
The notion that WUSA executives had was that their franchise would automatically attract fans and consumers because of the United States Women’s National Soccer Team’s success in the previous 1999 Women’s World Cup where they defeated China on home soil. This World Cup victory created a solid fan base that reached not only the youth or next generation of female soccer participants, but mainstream America as well. The research performed illustrated the multiple errors executed by the organization that eventually led to its downfall. Lasting only three seasons and lacking the coverage necessary to continue the team’s noble status, WUSA’s failure to pull corporate sponsors led to the organization’s decreasing revenues and increasing expenses (Southall, Nagel & LeGrande, 2005). Leading up to the ’99 Women’s World Cup, Nike released a commercial featuring Mia Hamm of the Women’s National team competing against NBA sensation, Michael Jordan. The ‘Anything you can do, I can do better’ theme played into the minds and heart of the nation which proves how effective and essential major sponsorships can be. Thus, the lack of corporate sponsors was the ultimate check that WUSA could not cash. Although the ’99 match was considered a “once in a lifetime event,” the methods
Early in our course we discussed the uniqueness of sport marketing. We noted that sporting events cannot be replicated. As I worked, I realized that for many of the participants and their families, this event may be a one-time occurrence.
Analytics is the study of data through statistical and operations analysis. In any form of business, analytics is very important for success. With analytics, a business can measure their past performances to guide them towards future success. In sports marketing, using data analysis is crucial to an organizations success; whether the organization be professional, collegiate, or amateur. Analytics helps plan for future success. In this essay, we will take a look at a specific sports team and how they use data analytics as a part of the marketing process. We will go over some data collection techniques, how analytics is used to develop a marketing strategy, how the target market reacts to the marketing strategy, and lastly give an opinion about marketing strategies in the business landscape.
"Madden Ultimate Team Week 4 Update." EA Games - Electronic Arts. Web. 25 Oct. 2011. .
We connect with people through small interactions like the shared expressed frustration of waiting for a late city bus, or through the shared sorrow we feel when our favourite team loses an important game. The sociological imagination lets me connect my small work experience to how we assess advertisements and associate brands. When we see popular symbols like a Nike swoosh we either think of sports, or the corporation. Small things like inspirational stories of people from disadvantaged backgrounds encourage us to better our lives. My mere Sport Chek example helps me connect the goal of a certain brand with the goal of the corporation behind it. We are all subjected to these corporations that try to impose their ideas on us through small things, like their logos and jingles. Corporation is the company that represents a certain idea within a corporation, that idea being the brand. Corporations benefit from our tiny interactions with their brands, and make millions whether we are aware of it or not. Although Sport Chek has good intentions, they are still a corporation based on the healthy
A role of team and organizational identification in the success of cause-related sport marketing (Jaedeock Lee, Mauricio Ferreira)
People don’t often do it. The Utah Jazz shows the philanthropy, and they featured 5 for the fight. 5 for the Fight is a charitable organization dedicated to fighting cancer. It wants people to donate $5 for cancer, and many people think it is the correct thing to do by featuring the logo on the jersey. The organization is not selling anything, and it does not pay for publicity. However, by not paying publicity, there is more risk for good or even bad news. Especially if a player does something wrong or the organization does not approach a situation correctly, bad news can turn viral. It can spill over to other companies and affect the reputations. With charitable causes, people often trust their news more than private company’s publicity or
Hambrick, M.E. & Mahoney, T.Q. 2011, ‘‘It’s incredible – trust me’: exploring the role of celebrity athletes as marketers in online social networks’, International Journal of Sport Management and Marketing, vol. 10, no. 3/4, pp. 161-179.
During controversies associated with athletes and their brands, relationships between athletes and their fans are crucial to being successful. However, with a high profile crisis such as those like Ray Rice, Tom Brady, Tiger Woods, and many other athletes, relationships between the athlete and fan can become strained and fragmented. With the marketing of an athlete as a brand, fans create and build relationships to connect with a particular athlete. The relationship that fans (also known as consumers) establish with their favorite athlete takes time to mature. Therefore, for fans to build a relationship with a brand (or athlete, which will be used interchangeably) there are certain steps that the brand and the consumer must achieve. According to Bee and Kahle (2006), for a fan to associate with a brand, a fan must 1) have compliance, 2) identify (identification), and 3) internalization (p.105). Within each of the three steps, there are guidelines that both the athlete and fan must meet to achieve success as a brand and relatable for fans. The brand must have 1) social effect, 2) attractiveness, and 3) creditability. The fans, on the other hand, must benefit from and believe the social effect, social anchorage, and creditability (Bee and Kahle, 2006, p.105) of the
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach
Economics is a very broad yet complex subject. Sometimes, in order to get a better view of the picture as a whole, it is useful to make an up-close and in-depth analysis of the elements which make up an economy. Examining the details of this topic can offer a revealing look into what composes a complex society such as that of America. Two very basic elements to be reviewed are ‘producers’ and ‘consumers’ and the relation that exists between the two. More specifically, as in the article I have chosen to review, how it is that a producer reaches its consumer, how their market is defined and what effects marketing has on both the targeted audience and third party members. Advertising takes on many forms in the world of business but a company’s ability to tune its methods and localize the market to which it wishes to peddle its goods may very well determine whether or not that company will prosper. Corporations are a very good example of effective mass advertising simply because of their size and high profile positions. Still, despite the enormity of these organizations, if they wish to continue their success among competitors they must adhere to the same rules as their smaller counterparts or suffer a nose dive in revenues. Things like cost and return must be considered in any marketing campaign that wishes to be successful. Anheuser-Busch is a super power in the world market. Primarily a manufacturer of beer, this corporation like many others has expanded into a variety of other markets to include, but not limited to: retail, tourism, foods, and theme parks; to name a few. For this investigation I shall take an in-depth look at this company’s stake in one of the world’s biggest sporting matches, the Super Bowl- a significant event and relative smorgasbord of advertising that reaches millions of consumers simultaneously.