"Role of the Internet Site in the Promotion Management of Sports Teams and Franchise Brands"

From the Journal of Promotion Management

Review by Ashley Schneider in KIN 501

The article explored the use of a Website and its influence as being a factor to build an allegiance to a brand new sports franchise. The researchers explored the concepts of promotion types, the attachment theory and how it affects sports fan, as well as the Psychological Continuum Model, and the concepts of an effective website and examined the Tallahassee Titans. When examining the types of promotions, they did know that these encouraged fans to be allegiant and promote a fan from a possibly attracted fan to an allegiant fan. The researchers did take note that these promotions could be used for a sports franchise that is just starting and trying to build a fan base. The article goes on talk about attachment theory and how it attributes to creating an allegiant fan. Mostly, the attachment theory examined how a team would need to create an experience that fans value, both emotionally and psychologically. The psychological continuum model picks from there explaining the stages that are involved for allegiance to occur. Allegiance can only become a reality when a person has recognized the team, favors a team, and perceives the value of the team. Once those steps have occurred, an allegiant fan is a possibility.

As a reminder, the research wanted to discover the influence a website had on developing this allegiance. Each one of the aspects needs to be involved in creating a webpage that enhances the experience of the team, and creates the allegiance. McClung et al (2012) examined the experience of the Tallahassee Titans, a former member of the American Indoor Football League. The Tallahassee Titans had an allegiant fan base before the players even stepped onto the field. They were able to do this by understanding the concepts of successful promotions, the attachment theory, the psychological continuum model and the important aspects of a website.

McClung (2012) concluded that the Tallahassee Titans website was effective in implementing and recognizing the process of creating an allegiant fan. Their marketing strategies were spot on and 58% of their attendees at the first game had already visited the website and could claim some sort of allegiance to the team.

I enjoyed reading this article especially when they were able to use a specific example of how it is possible to create an allegiant fan base. This will be extremely helpful to implement other marketing strategies that may come my way in my career. There were several other factors that the researchers may have neglected that could have influenced the strong fan base for the Titans, but they do mention that flaw in their discussion. It would be interesting to know if this could be possible if it were to happen now after the influx of social media, and if so, would it result in even higher numbers of allegiant fans.