By Aaron C.T. Smith, Constantino Stavros, Kate Westberg

Combining the most recent branding learn with a various variety of robust case examples, this booklet finds the leading edge options of worth co-creation, personalisation and client engagement hired through sport’s major manufacturers. in response to the transferable classes that emanate from those practices, Brand fanatics explores and illuminates how organisations can domesticate hooked up enthusiasts and lifetime advocates, whereas construction model fairness exponentially within the procedure. it is a publication that might entice students and practitioners alike, in addition to a person interested by glossy advertising, customer relationships and branding.

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Extra info for Brand Fans: Lessons from the World's Greatest Sporting Brands

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Sport fans engage in value co-creation organically, by creating their own unique experiences of the game through personal activities and rituals. Examples include deciding who to watch the game with and where; interacting face-to-face or virtually with other fans by posting or responding to comments; checking statistics or listening to commentary; wearing team apparel; participating in chants or cheering; taking photos or “selfies” to post on social media; consuming food and drink; and purchasing merchandise.

2003). Sport consumer typologies: A critical review. Sport Marketing Quarterly, 12(4), 206–216. tv. (2016). The value of a Super Bowl ad. html. Accessed 1 Sept 2016. uk. (2013). Kate Middleton and Prince William’s royal baby given miniature Aston Villa kit by Premier League club. Available at: http://www. html. Accessed 1 Sept 2016.  J. (2005). Shopping, tourism, retailing and leisure. Buffalo: Channel View Publications. , & Baer, R. (2001). Building service brands via social identity: Lessons from the sports marketplace.

In 2016, the Warriors broke a 20-year old record for the most wins in a regular season (previously held by the Chicago Bulls), when they ended the season with 73 wins. Understandably, tickets were scarce, having been described as “sold out for the rest of eternity”. Of course, other options exist for viewing the game in “real time”, such as a sports channel or streaming service, either of which may be enjoyed at home or in a public venue, such as a bar. However, teaming up with American Express—an NBA and Warriors sponsor—resulted in an innovative way for fans to experience the game.

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