Role of the Internet Site in the Promotion Management of Sports Teams and Franchise Brands

Abstract

This study examines the role that a website plays in the development of fan allegiance and as a promotion management tool for a sports team and brand. Research indicates that the combination of sports, media (television in particular), and sponsorships when employed in an integrated manner, can develop consumer connection to brands. This study suggests that the Internet is also an important part of an integration strategy of sports, media, and promotion. By working with a new team in the AIFA indoor football league, the researchers were able to determine what helped make fans allegiant to the team before the franchise's inaugural game. The results show that even before the team played its inaugural home contest, fans had become allegiant to the franchise brand and team by using the team internet site. These results indicate that an internet site can serve as a strong promotional tool in an integrated marketing plan of sports, media, and promotion to move fans toward brand loyalty and toward primary goals of the firm, including increased sales.

KEYWORDS:

• fan attachment
• internet
• media
• sport
• team connection
• promotion management