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Article
Publication date: 28 August 2023

Heath McDonald, Steven Dunn, Dominik Schreyer and Byron Sharp

The purpose is to review literature on sports season ticket subscriptions to distil current knowledge and guide future research and practice.

1407

Abstract

Purpose

The purpose is to review literature on sports season ticket subscriptions to distil current knowledge and guide future research and practice.

Design/methodology/approach

A systematic literature review is conducted of research on sports season tickets, a long-established and innovative subscription category.

Findings

In-depth examination of 28 papers showed a focus on drivers of satisfaction, churn and renewal causes, and product utilisation rates. Subscription markets typically involve many “solely loyal” consumers, most purchasing one or two subscriptions in a category. From reduced barriers to entry and exit to “curated” subscriptions, subscription marketing is changing very quickly. Sports marketers build relationships with subscribers using behavioural data, tier benefits to distinguish between casual and subscribing customers, and create recall and scarcity around key aspects of subscription to combat churn and increase utilisation.

Research limitations/implications

Scarce research on subscription marketing practices remains the primary limitation. Existing research suggests that strong connections between subscriber and organisation, heavy product utilisation and/or strong barriers to switching drive customer satisfaction and retention.

Practical implications

Rapid expansion of subscription products should reduce “excess loyalty”, meaning that subscription models' main benefit will be limited to reoccurring revenue. Exceptions occur when consumers are heavily connected to the product or have little provider choice, so allocate their category buying exclusively. New subscription products face myriad challenges. Guidance on effective subscription marketing from sports marketing research and practice is outlined.

Originality/value

By combining research on market structure, marketing empirical generalisations and subscription marketing, this paper guides future research and practice.

Details

Journal of Service Management, vol. 35 no. 1
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 11 July 2016

Steffen Merkel, Sascha L. Schmidt and Dominik Schreyer

The purpose of this paper is to explore the future of professional soccer by 2025. Scientific foresight studies on this industry do not yet exist despite its current position at a…

1126

Abstract

Purpose

The purpose of this paper is to explore the future of professional soccer by 2025. Scientific foresight studies on this industry do not yet exist despite its current position at a crossroads: toward further exploitation of profit potential? Or clear commitment to the traditional European Model of Sport?

Design/methodology/approach

The authors conducted a Delphi-based scenario study. In total, 62 high-level experts from sport, business, and society evaluated the probability of occurrence, impact, and desirability of 15 future projections over at least two rounds. The resulting 5,940 quantitative judgments and 670 qualitative comments were condensed into probable scenarios and surprising wildcards.

Findings

Two probable scenarios for European professional soccer by 2025 exist: in an extrapolation scenario, clubs will reap long-term gains from fulfilling public demands regarding stadium security, competitive balance, and social engagement. The less likely alternative is an extensive commercialization, including a short-term exploitation of all imaginable income sources, such as virtually augmented stadiums, financial investors, and league-owned broadcasting channels.

Research limitations/implications

The findings are primarily based on qualitative research and an all-German sample. Further studies could incorporate additional quantitative data or might survey an international panel to increase predictive accuracy.

Originality/value

The paper is novel in that it examines a yet unaddressed research gap – the future of professional soccer – with a common scientific foresight method that is already established in sport management research – the Delphi technique.

Details

Sport, Business and Management: An International Journal, vol. 6 no. 3
Type: Research Article
ISSN: 2042-678X

Keywords

Content available
Article
Publication date: 14 November 2016

121

Abstract

Details

Sport, Business and Management: An International Journal, vol. 6 no. 5
Type: Research Article
ISSN: 2042-678X

Article
Publication date: 31 October 2023

Zsolt Havran, Attila Kajos and Bálint Mazzag

The environmental characteristics of international football can vary significantly from one country to another. As a result, the economic and market possibilities and the…

Abstract

Purpose

The environmental characteristics of international football can vary significantly from one country to another. As a result, the economic and market possibilities and the objectives of each national league are very heterogeneous. This article aims to examine the differences in revenue structures amongst European national football leagues (n = 50) and cluster them based on these structures. It also investigates which revenue structure would be more effective for similar leagues, considering the previously mentioned varying environmental characteristics of international football.

Design/methodology/approach

The study utilises a theoretical framework of business modelling, applied in a unique way to league organisers of national championships. Data on sports and business aspects were collected from sources such as the Union of European Football Associations (UEFA) Financial Benchmarking Reports, transfermarkt.de and related sources for the period 2015 to 2018. K-means cluster analysis, using the Euclidean distance approach, was employed to develop clusters based on revenue sources over a four-year average.

Findings

The paper presents the characteristics and year-to-year changes of nine developed clusters. Throughout the analysis, variables such as average overpayment and inequality between player values amongst leagues were prioritised. The study's practical implications can assist league organisers in enhancing the competitiveness of their leagues, supported by short case studies that provide illustrative examples.

Originality/value

The novelty of the current article lies in introducing innovative variables such as the variance of player value whilst focussing on meso-level analysis, providing a fresh contribution to the existing literature in the field for understanding revenue structures and performance in European national football leagues.

Details

Sport, Business and Management: An International Journal, vol. 14 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

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