Sports Marketing- Fan Identification

Front 1

Personal commitment and emotional involvement a person has with a sports team

Back 1

Fan Identification

Front 2

Low Fan Identification

Back 2

-Social Fans
-Attend for social aspect, like atmosphere surrounding the game

Front 3

Ex. of Low Fan Identification

Back 3

Ex. Going to a college football game to tailgate. Also a Lexington Legends game for the contests between innings.

Front 4

Medium Fan Identification

Back 4

-Focused Fans
-Identify with specific team/player but for short term

Front 5

Ex. of Medium Fan Identification

Back 5

Ex. A Fair Weather Fan

Front 6

High Fan Identification

Back 6

-Vested Fans
-Long-term commitment; follow loyalty; go to a lot of games; get other people to cheer for team

Front 7

Ways to target market/market segmentation

Back 7

Different products market to different groups

Front 8

Variables that Influence Fan Identification

Back 8

1. Team Characteristics
2. Organizational Characteristics
3. Affiliation Characteristics
4. Activity Characteristics

Front 9

Variables that Influence Fan Identification: Team Characteristics

Back 9

Win/lose matter

Front 10

Variables that Influence Fan Identification: Organizational Characteristics

Back 10

How involved with community off the field

Front 11

Variables that Influence Fan Identification: Affiliation Characteristics

Back 11

Sense of community

Front 12

Variables that Influence Fan Identification: Activity Characteristics

Back 12

Behaviors

Front 13

BIRGing

Back 13

Basking in Reflected Glory

-Publically announcing yourself with a particular team

Front 14

When BIRGing slacks and an example

Back 14

-"We" when team is winning and "they" when your team is losing.
-1976 experiment where went to major football schools to do observations on after school wins vs. when the school loses. They saw more BIRGing after a team win than loss. Fans simply liked the school more when their team won and/or they wanted to share in the success.

Front 15

Group ID Web
Left Side =
Middle =
Right Side =

Back 15

Left Side
-Domain Involvement
-Group Pef.
-Group Member Attendance
Middle
-Group ID
Right Side
-Game Attendance
-Game Behavior
-Licensed Merchandise

Front 16

Domain Individual

Back 16

How involved you are

Front 17

Group Performance

Back 17

How successful the team is

Front 18

Group Member Attractiveness

Back 18

How desirable the qualities of members are

Front 19

The Domain Individual still mattered for the

Back 19

Unsuccessful Group ID

Front 20

What is a sports marketer to do with Group ID?

Back 20

-If you have a successful team, focus on Domain Inv.
-If you have an unsuccessful team, focus on group member attractiveness.
---Ex. Sammy Sosa

Front 21

Sponsorship oriented instead of behaviors web:
Left Side
Middle
Right Side

Back 21

Left Side:
-Perceived Prestige
-Domain Inv.
-Fan Associations
Middle:
-Team ID
Right Side:
-Sponsor Recognition
-Attitude Towards Sponsor
-Sponsor Patronage
-Satisfaction Towards/With Sponsor

Front 22

Higher Perceived Prestige =

Back 22

Higher Team ID

Front 23

Higher Domain Involvement =

Back 23

Higher Team ID

Front 24

Higher Fan Associations =

Back 24

Higher Team ID

Front 25

Look for teams with _________ to market to High ID Fans

Back 25

Highly Recognized Ideas