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From sport to ‘sportainment’: The art of creating an added-value brand experience for fans

Author

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  • Richelieu, André

    (ESG UQAM, Canada)

Abstract

Sport, by itself, ceased to exist a long time ago. We are now living in the era of ‘sportainment’, the merger of sport and entertainment. On the one hand, ‘sportainment’ epitomises a major trend, or process, that is reshaping the boundaries of the industry, which aligns with Schumpeter’s ‘creative destruction’ theory. On the other hand, ‘sportainment’ is a potential strategic leverage for sport organisations and sport industry stakeholders in order to create an added-value brand experience for fans. Therefore, the objectives of this conceptual article are to articulate the concept of ‘sportainment’, identify strategic branding implications and present a set of guidelines to managers who work in the sport industry. If ‘sportainment’ can fit naturally in some cases and contribute to broadening the fan base, as well as deepening customer loyalty, in some others, finding a balance between the product on the field and entertainment can become challenging. In this vein, the article examines the four pillars that can help generate an added-value brand experience via ‘sportainment’ and how a stakeholder can deliver its brand promise through sport, spectacle and technology.

Suggested Citation

  • Richelieu, André, 2021. "From sport to ‘sportainment’: The art of creating an added-value brand experience for fans," Journal of Brand Strategy, Henry Stewart Publications, vol. 9(4), pages 408-422, March.
    • Handle: RePEc:aza:jbs000:y:2021:v:9:i:4:p:408-422
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    More about this item

    Keywords

    ‘Sportainment’; sport; entertainment; added-value brand experience; customer lifetime value; ‘creative destruction’; NBA; e-sportPhoto;
    All these keywords.

    JEL classification:

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

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