Relationship Marketing and Interactive Fan Festivals: The Women's United Soccer Association's ‘Soccer Sensation’
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 January 2003
Abstract
This case study demonstrates how a start-up professional sport league, the Women's United Soccer Association (WUSA), successfully incorporated an interactive fan festival into its inaugural Championship Weekend. Prior to revealing the details of the WUSA event, the history and rationale of interactive fan festivals is outlined. Also highlighted are the key marketing concepts applied (relationship marketing, brand management, experiential branding) in order to assist sport properties interested in using the interactive fan festival as a marketing tool in the future.
Keywords
Citation
Jowdy, E. and McDonald, M. (2003), "Relationship Marketing and Interactive Fan Festivals: The Women's United Soccer Association's ‘Soccer Sensation’", International Journal of Sports Marketing and Sponsorship, Vol. 4 No. 4, pp. 10-26. https://doi.org/10.1108/IJSMS-04-04-2003-B003
Publisher
:Emerald Group Publishing Limited
Copyright © 2002 by Winthrop Publications Limited