‘From the 4 Ps to the 3 Rs of marketing’. Using relationship marketing to retain football club supporters and improve income

Abstract

Football clubs have traditionally adopted a product-focused approach to their business activity and have in recent years moved to a more promotion-orientated strategy. These approaches are still based on the traditional'transactions' paradigm developed from the US market for consumer goods. This paper argues that it is now appropriate to offer a relationship-driven approach to the football club sector and details why this strategy is applicable and what steps are necessary to initiate this approach. The paper is set in the context of the (English) Football Association Premier League with primary research being undertaken with Coventry City Football Club. The principles and application of marketing theory are, however, applicable across a broad range of live spectator events.