Rusting on fans: Nurturing sport team identification via the creation of generational fandom - A case study
Faculty of Business and Law
School of Marketing, Tourism and Leisure
A complex issue faced by sport marketers relates to how they nurture new generations of fans in a rapidly evolving sport/entertainment marketplace. The study examines this issue among marketers and CEOs of three professional sport organisations. The application of the psychological continuum model (PCM) is considered as a framework for understanding. The key emphasis was the organisations' capacity to 'rust on' new and traditional fans in order to nurture long-term allegiance. In a ferociously competitive marketplace, where sport brand diversity (more clubs) can create fan confusion and desertion, the traditional importance of club-fan bonds through 'rusting on' remains a focus.