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

Elizabeth Jowdy (University of Massachusetts, Amherst, USA)
Mark McDonald (University of Massachusetts, Amherst, USA)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 January 2003

395

Abstract

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.

Keywords

Citation

Jowdy, E. and McDonald, M. (2003), "Relationship Marketing and Interactive Fan Festivals: The Women's United Soccer Association's ‘Soccer Sensation’", International Journal of Sports Marketing and Sponsorship, Vol. 4 No. 4, pp. 10-26. https://doi.org/10.1108/IJSMS-04-04-2003-B003

Publisher

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Emerald Group Publishing Limited

Copyright © 2002 by Winthrop Publications Limited

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