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Leveraging Subculture and Identity to Promote Sport Events

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  • Christine Green, B.

Abstract

In order to increase the number of visitors attracted to sport events, organisers have sought to broaden their appeal by adding to the range of consumption options their events provide. This is typically done by expanding the tangible product or by adding augmentations. These expansions and augmentations provide useful bases for event promotions if the nature of benefits derived and the segments to whom those benefits appeal are identified. The key to identifying benefits and segments is to examine customers' relationships to the subculture of the sport being showcased. Recent research suggests that consumers' enjoyment of sport events derives, at least in part, from their identification with the sport's subculture. This is consistent with other work in consumer behaviour demonstrating the importance of subculture in transmitting consumption values, particularly in leisure contexts. Recent research into three events - the Key West Women's Flag Football Tournament, the Gold Coast Marathon, and the Australian Motorcycle Grand Prix - highlights the utility of leveraging event consumers' identification with the sport's subculture when promoting sport events. Implications and recommendations for event management and marketing are reviewed.

Suggested Citation

  • Christine Green, B., 2001. "Leveraging Subculture and Identity to Promote Sport Events," Sport Management Review, Elsevier, vol. 4(1), pages 1-19, May.
  • Handle: RePEc:eee:spomar:v:4:y:2001:i:1:p:1-19
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    References listed on IDEAS

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    1. Deighton, John, 1992. " The Consumption of Performance," Journal of Consumer Research, Oxford University Press, vol. 19(3), pages 362-372, December.
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    Cited by:

    1. Svensson, Per G. & Hambrick, Marion E., 2016. "“Pick and choose our battles” – Understanding organizational capacity in a sport for development and peace organization," Sport Management Review, Elsevier, vol. 19(2), pages 120-132.
    2. Ziakas, Vassilios & Costa, Carla A., 2011. "Event portfolio and multi-purpose development: Establishing the conceptual grounds," Sport Management Review, Elsevier, vol. 14(4), pages 409-423.
    3. Bozman, Carl S. & Kurpis, Lada V. & Frye, Chris, 2010. "Hoopfest: Using longitudinal economic impact data to assess the success of a strategic reorientation," Sport Management Review, Elsevier, vol. 13(1), pages 65-81, February.
    4. O'Brien, Danny & Gardiner, Sarah, 2006. "Creating Sustainable Mega Event Impacts: Networking and Relationship Development through Pre-Event Training," Sport Management Review, Elsevier, vol. 9(1), pages 25-47, May.
    5. repec:eee:touman:v:64:y:2018:i:c:p:335-345 is not listed on IDEAS
    6. Kristiansen, Elsa & Skirstad, Berit & Parent, Milena M. & Waddington, Ivan, 2015. "‘We can do it’: Community, resistance, social solidarity, and long-term volunteering at a sport event," Sport Management Review, Elsevier, vol. 18(2), pages 256-267.
    7. Costa, Carla A. & Chalip, Laurence & Christine Green, B. & Simes, Caet, 2006. "Reconsidering the Role of Training in Event Volunteers' Satisfaction," Sport Management Review, Elsevier, vol. 9(2), pages 165-182, September.
    8. Smith, Brianna, 2009. "Team power3: Building the Market for a multisport organization," Sport Management Review, Elsevier, vol. 12(2), pages 110-112, May.
    9. Kim, Woosoon & Walker, Matthew, 2012. "Measuring the social impacts associated with Super Bowl XLIII: Preliminary development of a psychic income scale," Sport Management Review, Elsevier, vol. 15(1), pages 91-108.
    10. Christian Dragin-Jensen, 2016. "Mutual Image Impacts of Events and Host Destinations: What We Know From Prior Research," Working Papers 122/16, University of Southern Denmark, Department of Sociology, Environmental and Business Economics.
    11. García, Beatriz, 2001. "Enhancing Sport Marketing through Cultural and Arts Programs: Lessons from the Sydney 2000 Olympic Arts Festivals," Sport Management Review, Elsevier, vol. 4(2), pages 193-219, November.
    12. Stavros, Constantino & Meng, Matthew D. & Westberg, Kate & Farrelly, Francis, 2014. "Understanding fan motivation for interacting on social media," Sport Management Review, Elsevier, vol. 17(4), pages 455-469.

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