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Sport Loyalty Programs and Their Impact On Fan Relationships

Mark P. Pritchard (Recreation Management & Tourism Dept, Arizona State University, Main Campus, Tempe AZ, 85287-4905, USA)
Christopher M. Negro (The Phoenician, Starwood Resorts, Scottsdale, Arizona, USA)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 September 2001



This paper examines the effectiveness of a sport loyalty program in fostering fan relationships with a team and its sponsors. The study of 268 US baseball spectators revealed that, in the mind of the fan, loyalty programs generally consist of three underlying components. When these components perform well, they can fuel a member's sense of attachment to a team and their tendency to purchase sponsor products. Recommendations to improve loyalty program performance focus on tactics that build member relationships and identification with the team.



Pritchard, M.P. and Negro, C.M. (2001), "Sport Loyalty Programs and Their Impact On Fan Relationships", International Journal of Sports Marketing and Sponsorship, Vol. 3 No. 3, pp. 64-85.



Emerald Group Publishing Limited

Copyright © 2001 by Winthrop Publications Limited

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