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Managerial perspectives of fan socialisation strategies for marketing to new NHL fans

Author

Listed:
  • Mastromartino, Brandon

    (Sport Management & Policy)

  • Zhang, James J.

    (Sport Management)

  • Wann, Daniel L.

    (Murray State University, USA)

Abstract

This paper examines how managers of teams in new or non-traditional sport markets interpret the literature on fan socialisation, identify best practices and formulate strategies to develop new fans and build a larger fan base in the shadow of larger, more established leagues. A qualitative investigation was undertaken, and managers from NHL teams were interviewed to better understand their practices to grow their fan base. Findings revealed that teams had a strong focus on socialising children, lacking in the areas of maintaining fandom after initial socialisation and attracting adult consumers. The findings offer practical implications for fandom sustainability and opportunities to build a bridge between practitioners and academics. Most fan socialisation literature is from the perspective of fans, rarely considering the impact of manager-initiated socialisation strategies. This paper adds to fan socialisation literature by highlighting the perspective of sport managers and provides directions for future quantitative studies.

Suggested Citation

  • Mastromartino, Brandon & Zhang, James J. & Wann, Daniel L., 2020. "Managerial perspectives of fan socialisation strategies for marketing to new NHL fans," Journal of Brand Strategy, Henry Stewart Publications, vol. 8(4), pages 359-367, March.
    • Handle: RePEc:aza:jbs000:y:2020:v:8:i:4:p:359-367
    as

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    More about this item

    Keywords

    sports marketing; sports fans; sports brands; fan socialisation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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