How sports brands can gain foreign supporters: Identifying key attraction points

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Identification of influential attraction points can help European soccer clubs to exploit soaring interest among football supporters in China. Such points can enable teams to differentiate themselves from rival brands and consider various demographic and individual factors in order to target different fan segments.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2020), "How sports brands can gain foreign supporters: Identifying key attraction points", Strategic Direction, Vol. 36 No. 7, pp. 15-17. https://doi.org/10.1108/SD-04-2020-0078