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If you build it, will they come?: A case study of digital spaces and brand in the National Basketball Association


  • Pfahl, Michael E.
  • Kreutzer, Andrew
  • Maleski, Mike
  • Lillibridge, Jeff
  • Ryznar, Jeff


This case addresses the relationship between sport and digital spaces by introducing students to strategic marketing processes related to developing a team-managed fan website. The case was created in conjunction with three former members of the Cleveland Cavaliers who helped create, the official fan site of the team. Key areas addressed within the case study are brand development, brand communication, and brand extension. The case follows a new hire, Natalie, as she joins the new media team of The sport marketers she works with review the development of the website and provide information on the strategic development process they went through. In the end, Natalie is charged with looking forward and developing further strategies to continue to engage the Cavaliers fans and to develop the CavFanatic brand.

Suggested Citation

  • Pfahl, Michael E. & Kreutzer, Andrew & Maleski, Mike & Lillibridge, Jeff & Ryznar, Jeff, 2012. "If you build it, will they come?: A case study of digital spaces and brand in the National Basketball Association," Sport Management Review, Elsevier, vol. 15(4), pages 518-537.
  • Handle: RePEc:eee:spomar:v:15:y:2012:i:4:p:518-537
    DOI: 10.1016/j.smr.2012.03.004

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    Cited by:

    1. Filo, Kevin & Lock, Daniel & Karg, Adam, 2015. "Sport and social media research: A review," Sport Management Review, Elsevier, vol. 18(2), pages 166-181.
    2. Vlad ROSCA, 2013. "Systemic Relationship Marketing: Co-creating Sports Brand Equity with Fans and Other Stakeholders," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(3), pages 490-499, July.


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