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Personalization in Sports Marketing

Loimovuori, Venla Katri Elviira LU and Saramo, Hanna LU (2021) BUSN39 20211
Department of Business Administration
Abstract
Abstract
Purpose: The purpose of this thesis is to investigate how different types of fans experience
personalization in sports marketing and to analyze how each Fan type can be motivated by
understanding how their fan experience could be optimized further.
Methodology: This study was a qualitative study. The study was carried out using an abductive
approach where literature was combined with empirical data conducted from semi-structured,
in-depth interviews. The data analysis consisted of two main steps. Firstly, the Fan type of each
interviewee was analyzed, then the interviewees’ personalization related experiences were
analyzed.
Findings: Fan types could be identified from the data and also differences and consistent
... (More)
Abstract
Purpose: The purpose of this thesis is to investigate how different types of fans experience
personalization in sports marketing and to analyze how each Fan type can be motivated by
understanding how their fan experience could be optimized further.
Methodology: This study was a qualitative study. The study was carried out using an abductive
approach where literature was combined with empirical data conducted from semi-structured,
in-depth interviews. The data analysis consisted of two main steps. Firstly, the Fan type of each
interviewee was analyzed, then the interviewees’ personalization related experiences were
analyzed.
Findings: Fan types could be identified from the data and also differences and consistent
responses within each Fan type. Information was gained about different types of fans’
perceptions of personalization and based on these recommendations on how personalization of
sports fan experience should look like for each Fan type can be provided.
Research implications/limitations: This thesis adds to the existing literature by matching Fan
types with different relationship marketing strategies among Systemic and Non-systemic
relationship marketing. The main limitation is related to the scope of this study since due to
time constraints, as with the focus on gaining an in-depth understanding on motivations of Fan
types, the sample size was small. Therefore, the conclusions made from this analysis are limited
in scope but the analysis increases understanding about the experiences of the sports fans and
uncovers behavioral patterns or anomalies.
Practical implications: It is suggested that managers should consider the drivers of their sports
fans to understand which relationship marketing strategy is best suited for each fan.
Furthermore, the empirical evidence suggests that there are patterns of the different Fan types
and thus, viewing all fans of a sports team may be too homogeneous to provide successful
personalization strategies. We suggest that Theatregoer, Passionate Partisan and Reclusive
Partisan fans may respond better to Systemic relationship marketing strategies, whereas
Aficionado and Champ Follower’s respond to Non-Systemic strategies. However, the empirical
evidence shows that a Champ Follower seemed to also respond to Complex Systemic
relationship marketing strategies.
Originality/value: This study is the first of its kind to investigate how different Fan types
experience personalization in sports marketing and increases understanding about the
experiences of the sports fans.
Keywords: Sports Fans, Personalization, Relationship Marketing, Fan Experience, Fan types (Less)
Please use this url to cite or link to this publication:
author
Loimovuori, Venla Katri Elviira LU and Saramo, Hanna LU
supervisor
organization
alternative title
A Qualitative Study on Fan types and Their Fan Experience
course
BUSN39 20211
year
type
H1 - Master's Degree (One Year)
subject
keywords
Sports Fans, Personalization, Relationship Marketing, Fan Experience, Fan types
language
English
id
9054837
date added to LUP
2021-06-30 14:17:28
date last changed
2021-06-30 14:17:28
@misc{9054837,
  abstract     = {{Abstract
Purpose: The purpose of this thesis is to investigate how different types of fans experience
personalization in sports marketing and to analyze how each Fan type can be motivated by
understanding how their fan experience could be optimized further.
Methodology: This study was a qualitative study. The study was carried out using an abductive
approach where literature was combined with empirical data conducted from semi-structured,
in-depth interviews. The data analysis consisted of two main steps. Firstly, the Fan type of each
interviewee was analyzed, then the interviewees’ personalization related experiences were
analyzed.
Findings: Fan types could be identified from the data and also differences and consistent
responses within each Fan type. Information was gained about different types of fans’
perceptions of personalization and based on these recommendations on how personalization of
sports fan experience should look like for each Fan type can be provided.
Research implications/limitations: This thesis adds to the existing literature by matching Fan
types with different relationship marketing strategies among Systemic and Non-systemic
relationship marketing. The main limitation is related to the scope of this study since due to
time constraints, as with the focus on gaining an in-depth understanding on motivations of Fan
types, the sample size was small. Therefore, the conclusions made from this analysis are limited
in scope but the analysis increases understanding about the experiences of the sports fans and
uncovers behavioral patterns or anomalies.
Practical implications: It is suggested that managers should consider the drivers of their sports
fans to understand which relationship marketing strategy is best suited for each fan.
Furthermore, the empirical evidence suggests that there are patterns of the different Fan types
and thus, viewing all fans of a sports team may be too homogeneous to provide successful
personalization strategies. We suggest that Theatregoer, Passionate Partisan and Reclusive
Partisan fans may respond better to Systemic relationship marketing strategies, whereas
Aficionado and Champ Follower’s respond to Non-Systemic strategies. However, the empirical
evidence shows that a Champ Follower seemed to also respond to Complex Systemic
relationship marketing strategies.
Originality/value: This study is the first of its kind to investigate how different Fan types
experience personalization in sports marketing and increases understanding about the
experiences of the sports fans.
Keywords: Sports Fans, Personalization, Relationship Marketing, Fan Experience, Fan types}},
  author       = {{Loimovuori, Venla Katri Elviira and Saramo, Hanna}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Personalization in Sports Marketing}},
  year         = {{2021}},
}