Sport consumer typologies : a critical review

The desire to understand the behavior of sport consumers has been a long-standing goal for sport marketers. This paper critically examines models of sport consumption by undertaking a comparative analysis of the major works completed to the present time. It is suggested that while past works have identified important motivational and behavioral differences, they frequently provide only partial explanations of sport consumer behavior. They are often constrained by an overemphasis on social-psychological traits, and give only limited attention to the cultural and economic context in which behaviors take place. Moreover, they rarely explain how fans might move between different segments, or how relationships with sport teams are formed in the first place. Sport consumer research will be enhanced by a more holistic analysis of values and beliefs that illuminates some of the more shadowy aspects of sport consumer formation, commitment, identity, and game attendance patterns.

The role of nostalgia in determining consumers' sport team identification

With the many benefits related to high levels of sport team identification, sport marketers, team management and communities at large desire fans to be highly identified with sport teams. Moreover, research has identified that key to developing high levels of team identification within fans are social-psychological mechanisms such as nostalgia (Fink et al., 2002; Funk & James, 2006; Gladden & Funk, 2002). Sport managers need to recognise the importance of nostalgia in the sport setting and its influence on identification (Gladden & Funk, 2002). The purpose of this study is twofold. First, a review of the literature pertaining to team identification, nostalgia and the relationship between these two concepts is presented. Second, a conceptual model together with propositions that will be investigated are provided in order to understand what is the role of nostalgia is in determining consumers’ identification with a sport team.

The effect of the category of sport team on the role of nostalgia in an individual supporter’s psychological connection to that sport team

With the many benefits related to high levels of psychological connection with a sport team, marketers, management and communities desire supporters to be highly connected with sport teams. A major gap has been identified in relation to the effect of the category of sport team on the role of nostalgia in determining that connection. A conceptual model is presented together with a proposed methodology. This research will aid academics and administrators in their communications with and targeting of consumers and affords communities the opportunity to benefit from consumers’ higher levels of psychological connection with a sport team.

Is the grass greener on the other side? a review of the Asia-Pacific sport industry’s environmental sustainability practices

In recent years, sport entities have begun to prioritise environmental sustainability (ES) initiatives in their business strategies with the aim of minimising their environmental impact and engaging stakeholders within the ES movement. There has been minimal academic consideration of the ES movement in professional sport, particularly outside of North America and Europe. The aim of the present study is to provide an overview of the type and profile of ES initiatives being undertaken and communicated to stakeholders in the Asia-Pacific region by the industry bodies. Further, the study offers a conceptual model of the global-, country-, industry- and organisational-level forces impacting these sporting organisations’ ES practices. Various communication mediums of 114 professional sport teams from seven countries—Australia, India, New Zealand, Japan, China, Taiwan and Korea—were evaluated using content analysis. The results reveal low communication of ES practices by professional sport teams in the Asia-Pacific region compared to North America. Extended findings on the existing global profile of ES engagement provide a descriptive understanding of the ES movement in the Asia-Pacific region, and contribute to the identification of possible antecedents and correlatives to be evaluated in future research.

The factors influencing churn rates among season ticket holders : an empirical analysis

Season ticket holders (STHs) are vital to professional sport club revenue and are purported to be the most loyal and involved of fans. Nonrenewal (churn) rates among STHs, however, often exceed 20%. Low member satisfaction, poor onfield performance and low game attendance have all been posited as explanations of high churn rates, but rarely empirically examined. The research reported here employed a unique study of over 4,500 STHs, incorporating both survey research and measures of actual behavior, to determine which variables best explain and predict churn within two professional sport teams. A variety of analytical techniques all suggest that the key variables predicting churn are length of relationship and the number of games attended. New, low attending STHs are over five times more likely to churn than long-term, frequent attendees. Typical management practice is to run reward schemes designed to increase attendance and encourage renewal. The results of this study suggest that fundamental differences in the way new, low attending members evaluate the season ticket product may render those schemes ineffective. Shifting the focus of these STHs toward the intangibles of the product, such as stronger feelings of involvement, a sense of community and increased patron worth, could be more effective at reducing churn.

Predicting which season ticket holders will renew and which will not

Research question: A major barrier to retaining existing customers is the difficulty in knowing who is most at risk of leaving (or ‘churning’). Given the strategic and financial importance of season ticket holders (STH) to professional sport teams, this paper examines the effectiveness of a range of variables in identifying the STH who are most likely to churn.
Research methods: A longitudinal field study was undertaken to reflect actual conditions. Survey data of a professional sport team STH were collected prior to the conclusion of the season. Actual renewal data were then tracked from team records the following season. This work was replicated across five professional sport teams from the Australian Football League, with renewal predictions made and tracked for over 10,000 STH.
Results and findings: The results suggest that the ‘Juster’ Scale – a simple, one-item purchase probability measure – is an effective identifier of those most at risk of churning, more than 3 months in advance. When combined with ticket utilization and tenure measures, predictive accuracy improves markedly, to the point where these three measures can be used to provide an effective early warning system for managers.
Implications: Whilst there is a tendency to view STH as highly loyal, these data reinforce the importance of actively managing all customers to reduce churn. Despite their commitment, STH do churn, but those most likely to can be predicted by examining their patterns of behaviour in the current season. Efforts to retain STH need to shift their focus from transactional value assessments.

The immediate impact of coach succession events on season ticket holder attitudes

This study is the first to examine the immediate impact that succession events (e.g., removal and hiring) involving head coaches have on season ticket holder (STH) attitudes like satisfaction and renewal intentions. Grounded within a customer equity framework, large-scale survey data from cases of two professional sport teams is presented showing STH attitudes directly before and after major succession events. The data shows that appointing a new coach was met with increases in positive attitudes toward almost every aspect of the STH experience, where the case of removing a coach had no meaningful impact on attitudes. The findings of these cases reaffirm the view that coach succession is a multiple-phase process including distinct stages of removal and replacement. While it is the desire for improved on-field performance that often motivates coach succession, our findings suggest the impact of succession activities on fans is more wide ranging, with significant implications for marketers who manage fan relationships. In guiding the management of a team's fans, coach removal alone should not be relied upon to change attitudes or intentions toward a club. Appointing new leaders completes the cycle, increasing positive STH attitudes and, most importantly, giving an immediate lift to renewal likelihood.

Do individual perceptions of group cohesion reflect shared beliefs? An empirical analysis

This study's primary purpose was to examine the degree to which individual perceptions of cohesiveness reflect shared beliefs in sport teams. The secondary purposes were to examine how the type of cohesion, the task interactive nature of the group, and the absolute level of cohesion relate to the index of agreement. Teams (n = 192 containing 2,107 athletes) were tested on the Group Environment Questionnaire. Index of agreement values were greater for the group integration (GI) manifestations of cohesiveness (GI-task, rwg(j) = .721; GI-social,rwg(j) = .694) than for the individual attractions to the group (ATG) manifestations (ATG-task, rwg(j) = .621; ATG-social, rwg(j) = .563). No differences were found for interactive versus coactive/independent sport teams. A positive relationship was observed between the absolute level of cohesiveness and the index of agreement. Results were discussed in terms of their implication for the aggregation of individual perceptions of cohesion to represent the group construct.

Social policy for sport events : leveraging (relationships with) teams from other nations for community benefit

Recent work on sport events has argued that host governments should do more to leverage events in order to obtain and spread the benefits. This study uses ethnographic methods to compare two cities' implementation of a programme designed to leverage the presence of visiting teams training for the 2006 Commonwealth Games. Whereas one city formulated and implemented a detailed strategic plan to obtain benefits from its relationship with its adopted visiting team (Papua New Guinea), the other made no effort to benefit from adopting a visiting team (Wales). The city that leveraged its visiting team obtained new relationships, cultural insights, and improved organisational networks, whereas the city that did not leverage obtained no comparable benefits. The difference was due to the disparity in strategic vision by the two city governments and the vague mandate of the state programme which had caused each city to adopt its chosen team. Future work should explore factors that foster and that inhibit effective leverage before and during sport events.

Managing sport in drought-new stakeholders and new governance issues : a case study

Globally, almost every nation is facing some form of water crisis (World Commission on Water 2000). In Australia, the sport and recreation industry is one of the highest consumers of water. Other high water consuming industries (such as agriculture and farming) have been forced to adhere to strict managerial and governance reform due to the water crisis, yet in the sport and recreation industry, such changes are yet to be implemented and fully realised across the sector.

This research examines the impacts of drought and sustainable water management for sport and recreation. Specifically, it provides a case study of sport and recreation provision in a municipality that has already undergone considerable reform due to long-term drought. Sport and recreation use water for purposes such as irrigation of playing fields/pitches, filling swimming pools, stadium amenities and facilities, kitchens, maintenance and cleaning, and clubhouse amenities.

For sports that are heavy users of water for the maintenance of playing fields (such as soccer, Australian Rules football, rugby league, rugby union, grass and clay tennis courts to name a few) the impacts of drought and water restrictions have been severe. Some sports have reported an increase in the risk of injury to participants because of the condition of un-watered playing fields (Sport and Recreation Victoria 2007). Others have been forced to delay or shorten their seasons (Sleeman 2007), or worse still, cancel training and organised competition completely (Connolly and Bell 2007). While the impact of water restrictions has been profound on most sports, there are some sports that are not heavy water users and the impact of drought and water restrictions has been minimal. This problem creates issues and apparent inequities raising the need to further examine water consumption in sport and recreation. The potential outcome that arises is that the future of those sports that cannot conduct their competitions may be disadvantaged, while other sports that do not have such problems may be able to flourish.

Water, and those who control the supply of it, then defines which sports are able to flourish and sustain sport development pathways, compared to those whose survival may be in jeopardy. This research explores the stakeholder management and governance issues that have resulted for sport and recreation in the City of Greater Geelong (CoGG) located in Victoria, Australia--a region in long-term water crisis. The supply of sport and recreation facilities in the CoGG (like most municipalities in Australia) is largely the responsibility of the municipal council. The corporation responsible for the supply of water to the municipality is Barwon Water.

Although other sport and recreation facilities exist in the CoGG, the municipal council of CoGG owns and maintains over 120 sporting ovals (including the stadium used by its professional Australian Football League (AFL) team, the Cats), six swimming pools, and three golf courses. The CoGG host their professional AFL team, a range of local, national and international sport events, and provide a wide range of sport and recreation facilities for the community residents.

Eight interviews were conducted in total. Interviews were conducted with representatives from CoGG municipal council (who are responsible for the delivery of sport and recreation services and facilities in Geelong), and representatives from Barwon Water (who are responsible for the ongoing provision and maintenance of sport and recreation services and facilities) through the provision of water. Results show that the ten highest users of water in the municipality are sport and recreation facilitieswhich between them use almost one-third of the city's total water consumption (City of Greater Geelong 2006).

The municipal council is under considerable pressure to find ways to continue to provide sport and recreation opportunities for community members, as well as professional athletes and teams who use these facilities despite water restrictions. After all, these facilities provide benefit to spectators and participants, as well as businesses that rely on visitors to Geelong for sport and recreation events.

Due to such pressures, from 2007, the CoGG and Barwon Water agreed to provide the sport and recreation sector with water allocations rather than to be denied of all water under the water restriction regimes in place in the municipality. During 2007 summer sport season, this allowed the CoGG to keep 16 of its 120 sporting ovals open for participation through allocating all available water to these fields in order to keep them safe and playable. However, CoGG and Barwon Water were required to devise a rating scale to determine which sports (and sport facilities) were to share the allocated water, and which were not. These decisions also had knock on effects through sports. In order to ensure the safety of the playing surfaces, the CoGG and Barwon Water also restricted use of fields to competition only, therefore sport participants were forced to train on local beaches and other parkland areas-transferring issues of safety and public liability to other locations and facilities in the community. Further, it was reported that scheduling of competition seasons and individual matches; as well as the allocation of "home ground" gate receipts and concessions profits were required to be governed by the CoGG and Barwon Water as the competing sports were unable to agree. Perhaps more importantly, the rating scale developed for water allocation also resulted in some sports being rated as ineligible for water and as a result were unable to stage their entire competitions.

Clearly, the water allocation rating scale, and approach taken in this municipality to the continued delivery of sport and recreation has provided a workable solution. However, this study also signals that new stakeholders have entered the arena for the governance of sport. Governance structures in sport and recreation are being impacted as a result of the water crisis.

Those making decisions about which sport and recreation activities and/or facilities will be assisted with water resources are being made by local councils and water corporations. Sport managers are being required to understand existing areas of knowledge (such as turf management) in different ways, to gain knowledge in new areas (such as sustainable water management), and to lobby new stakeholder groups (such as water corporations) in order to secure their futures. The continued existence of some sports is no longer in the hands of governing bodies, but in the hands of local councils, and water corporations.

Clearly, any of the solutions implemented as discussed above, require multiple stakeholders to interact, and to reach agreement in order to assist in sustainable management of water in sport and recreation. In this sense, the management of water in sport (and all other industries) is more than a rational decision about policy, legislation, restrictions and resource allocations. It is a social and political process requiring scholarly attention for practical solutions.

Tennis Australia : a case study of financial management for sport development at the club level

There has been substantial work that examines financial management in professional sport which has assisted scholars and practitioners to better understand processes and policies to ensure teams and leagues are sustainable (Andreff & Staudohar, 2000; Howard & Crompton, 2004; Kraekel, 2007; Lewis, Sexton, & Lock, 2007; Li, Hofacre, & Mahony, 2001). However, there has been a paucity of scholarly research that examines financial management at the grass roots levels of sport, and how this integrates with national sport organisation strategic planning, with the exception of the recent work by Havaris and Danylchuk (2007). This study aims to add to this gap in knowledge by examining financial management at the club level of tennis in Australia.

Internal and external imagery perspective measurement and use in imagining open and closed sport skills: an exploratory study

This study explored the measurement and use of internal and external imagery perspectives during imagery of open and closed sports skills. Participants  (N=41; male=23; female = 18), ages 14 to 28 (M=19.4 yr.; sD=3.1), who were recruited from undergraduate classes in human movement and physical education, and local sporting teams, completed the Imagery Use Questionnaire and then imagined performing eight common sports skills, four open skills and four closed skills, in a random order. Participants provided concurrent verbalisation during their imagery. Immediately after imagining each skill, participants completed a rating scale and retrospective verbalisation of imagery perspective use. Analysis indicated that the questionnaire gave a general imagery perspective preference but was not a strong predictor of imagery used on specific occasions. The three measures of imagery perspective were equivalent in imagining performing particular skills. Participants experienced more internal imagery than external imagery while imagining the eight sports skills, but there was no significant difference between perspective use on the open and closed skills.

Children's implicit recall of junk food, alcohol and gambling sponsorship in Australian sport

BACKGROUND: In Australia, sport is saturated by the promotion of junk food, alcohol and gambling products. This is particularly evident on player jerseys. The effect of this advertising on children, who are exposed to these messages while watching sport, has not been thoroughly investigated. The aim of this research study was to investigate: (1) the extent to which children implicitly recalled shirt sponsors with the correct sporting team; (2) whether children associated some types of sponsors with certain sporting codes more than others; and (3) whether age of the children influenced the correct recall of sponsoring brands and teams. METHOD: This experimental study conducted in New South Wales, Australia used projective techniques to measure the implicit recall of team sponsorship relationships of 85 children aged 5-12 years. Participants were asked to arrange two sets of magnets - one which contained sporting teams and one which contained brand logos - in the manner deemed most appropriate by them. Children were not given any prompts relating to sporting sponsorship relationships. RESULTS: Three quarters (77 %) of the children were able to identify at least one correct shirt sponsor. Children associated alcohol and gambling brands more highly with the more popular sporting code, the National Rugby League compared to the Australian Football League sporting code. Results showed that age had an effect on number of shirt sponsors correctly recalled with 9-12 year olds being significantly more likely than 5-8 year olds to correctly identify team sponsors. CONCLUSIONS: Given children's ability to implicitly recall shirt sponsors in a sporting context, Australian sporting codes should examine their current sponsorship relationships to reduce the number of unhealthy commodity shirt sponsors. While there is some regulation that protects children from the marketing of unhealthy commodity products, these findings suggest that children are still exposed to and recall these sponsorship relationships. Results suggest that the promotion of unhealthy commodity products during sporting matches is contributing to increased awareness amongst children of unhealthy commodity brands. Further investigation is required to examine the extent and impact of marketing initiatives during televised sporting matches on children.