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Relationship Marketing and Interactive Fan Festivals: The Women's United Soccer Association's ‘Soccer Sensation’

2003; Emerald Publishing Limited; Volume: 4; Issue: 4 Linguagem: Inglês

10.1108/ijsms-04-04-2003-b003

2515-7841

Elizabeth Jowdy, Mark A. McDonald,

Consumer Behavior in Brand Consumption and Identification

This case study demonstrates how a start-up professional sport league, the Women's United Soccer Association (WUSA), successfully incorporated an interactive fan festival into its inaugural Championship Weekend. Prior to revealing the details of the WUSA event, the history and rationale of interactive fan festivals is outlined. Also highlighted are the key marketing concepts applied (relationship marketing, brand management, experiential branding) in order to assist sport properties interested in using the interactive fan festival as a marketing tool in the future.