This article linked directly to a board on the website, Pinterest. The topic at hand was fan involvement in sports marketing. This is a topic that is very important to my current job. As it stands, I work in the University of Rhode Island’s Athletic Department. The main focus of our staff is to attract students to the current men’s basketball games. However, due to the recent history of the team, it has become difficult to maintain fan loyalty. The marketing department has tried numerous fan involvement techniques to attract current students to the game. This season, the staff has contacted local food outlets to give away promotional items during games to bring more people to the arena. Also, during the game, fans are brought onto the court to participate in school sponsored challenges and games. I believe it is vital to the success of a brand to have fan involvement. When fans become involved with a program, they feel more attached to it and, therefore, will be more apt to associate themselves with it in the future.
The article that I chose to observe was entitled, “Sports Marketing and PR in the Digital Age get Complicated.” The article’s main focus was that of the evolution of the relationship between fans and athletes. Previously, a fan’s only access to an athlete’s personality was through his or her sponsorships. Now, with the onset of social media, fans get an inside look at their favorite athlete’s psyche. A company’s main goal is to have an athlete that they are sponsoring portray himself in a way that reflects well with the company. This will make the brand become more distinctive in what is becoming a much more cluttered landscape. Personally, when I see an athlete representing a company, I do believe that the personality of the player is representative of the brand. Oftentimes, I am influenced by my impression of an athlete when I see them on a commercial. The author spoke of sports marketing being a holistic form of marketing. I agree with this statement because of the complex and fragile nature between a brand and its’ consumers.
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