Publicação
The virtuous cycle: how marketing, fan engagement, financial performance, and league attendance contribute to competitiveness
| Resumo: | This study, in collaboration with UEFA’s Growth Programme, explores how marketing, fan engagement, league attendances and financial management in European football form a “virtuous cycle” that can be leveraged by National Football Associations (NAs). It identifies key strategies for maximizing value: diversifying revenue sources, investing in infrastructure and youth, renewing squad talent, and adopting data-driven decision-making. It highlights sophisticated marketing and fan engagement tactics like hosting cultural events, creating tailored loyalty programs, and boosting digital interaction through fan zones and social media. These approaches, demonstrated by NAs like the English FA, German DFB, and Dutch KNVB, aim to improve attendance, loyalty, and competitiveness. |
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| Autores principais: | Paixão, Catarina Goulão da |
| Assunto: | Football Virtuous cycle Sports marketing Fan engagement Financial performance League attendances Competitiveness |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This study, in collaboration with UEFA’s Growth Programme, explores how marketing, fan engagement, league attendances and financial management in European football form a “virtuous cycle” that can be leveraged by National Football Associations (NAs). It identifies key strategies for maximizing value: diversifying revenue sources, investing in infrastructure and youth, renewing squad talent, and adopting data-driven decision-making. It highlights sophisticated marketing and fan engagement tactics like hosting cultural events, creating tailored loyalty programs, and boosting digital interaction through fan zones and social media. These approaches, demonstrated by NAs like the English FA, German DFB, and Dutch KNVB, aim to improve attendance, loyalty, and competitiveness. |
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