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

Abstract

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 http://www.cavfanatic.com/, 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 http://www.cavfanatic.com/. 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.

Keywords:

• Brand
• Digital space
• Internet
• Virtual community
• Brand extension