TY  - JOUR
AB  - 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.
VL  - 4
IS  - 4
SN  - 1464-6668
DO  - 10.1108/IJSMS-04-04-2003-B003
UR  - https://doi.org/10.1108/IJSMS-04-04-2003-B003
AU  - Jowdy Elizabeth
AU  - McDonald Mark
PY  - 2003
Y1  - 2003/01/01
TI  - Relationship Marketing and Interactive Fan Festivals: The Women's United Soccer Association's ‘Soccer Sensation’
T2  - International Journal of Sports Marketing and Sponsorship
PB  - Emerald Group Publishing Limited
SP  - 10
EP  - 26
Y2  - 2024/05/12
ER  -