Strategizing for better Fan Engagement - Views through three Finnish sport organizations.
Ihalainen, Jesse; Ihalainen, Jesse (2022)
Ihalainen, Jesse
Ihalainen, Jesse
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202202132420
https://urn.fi/URN:NBN:fi:amk-202202132420
Tiivistelmä
The purpose of the thesis was to study the fan engagement of three different sports organizations located in Jyväskylä. The goal of the thesis was to investigate how Central Finland’s sports teams might increase fan engagement and benefit from it. The project's goal was to help these organizations to better understand how they could engage with their fans and how to acquire more.
The subject of this study is important because of the commercialization of sports and increasing business possibilities within sports sectors. The theoretical section of the project looked at the existing condition and future of sports and fans, as well as their unique characteristics. It also investigated the value of sponsor ship and branding for sports teams. The theoretical portion looked at fans and their current importance, as well as brand and marketing. The objective of the theory section was to show what possibilities there was for fan engagement. The personnel in charge of the management of three Finnish main series sports clubs were interviewed for the thesis. The study employed using a typical interview method with well thought-out questions that yielded accurate and comprehensive data. Zoom was used to conduct the interviews, which were later transcribed into the text and results.
The thesis's goal was to find out how the major Finnish sports clubs use their followers and what they do for them to offer value. According to the findings, Central Finnish sports
teams recognize the value of the brand and the fans, but their ability to use it is restricted
due to a lack of financial and human resources. Innovation behind these teams is also considered missing, and all these teams should be modernizing with the possible resources they have. The results and conclusions of this study can be used to engage fans with improved fashion and increase the retention.
The subject of this study is important because of the commercialization of sports and increasing business possibilities within sports sectors. The theoretical section of the project looked at the existing condition and future of sports and fans, as well as their unique characteristics. It also investigated the value of sponsor ship and branding for sports teams. The theoretical portion looked at fans and their current importance, as well as brand and marketing. The objective of the theory section was to show what possibilities there was for fan engagement. The personnel in charge of the management of three Finnish main series sports clubs were interviewed for the thesis. The study employed using a typical interview method with well thought-out questions that yielded accurate and comprehensive data. Zoom was used to conduct the interviews, which were later transcribed into the text and results.
The thesis's goal was to find out how the major Finnish sports clubs use their followers and what they do for them to offer value. According to the findings, Central Finnish sports
teams recognize the value of the brand and the fans, but their ability to use it is restricted
due to a lack of financial and human resources. Innovation behind these teams is also considered missing, and all these teams should be modernizing with the possible resources they have. The results and conclusions of this study can be used to engage fans with improved fashion and increase the retention.