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dc.contributor.authorMcDonald, Heathen_US
dc.contributor.authorJ. Karg, Adamen_US
dc.contributor.authorLock, Danielen_US
dc.date.accessioned2017-04-24T12:54:09Z
dc.date.available2017-04-24T12:54:09Z
dc.date.issued2010en_US
dc.date.modified2011-02-10T08:35:30Z
dc.identifier.issn13555855en_US
dc.identifier.doi10.1108/13555851011013164en_AU
dc.identifier.urihttp://hdl.handle.net/10072/36035
dc.description.abstractPurpose - It is not uncommon for sports fans to follow multiple sports teams across different sports and even several teams across different leagues of the same sport. Whereas this might be considered a competitive situation, the purpose of this paper is to examine how interest in overseas football (soccer) leagues played a symbiotic role in the successful development of an Australian national soccer league. Design/methodology/approach - Results of survey data are presented from two clubs in Australia's newly formed A-League. Three surveys were conducted over a two year period with over 3,700 season ticket holders. Specific attention is paid to fans' previous interest and exposure to football, which is then related to attitudes and behaviour associated with the new clubs. Findings - Interest in overseas clubs and leagues is found to be a major antecedent of interest in the Australian league. Those who follow teams in overseas leagues are more likely to be heavy consumers of the new local league than those who follow local leagues or had no prior experience. They also exhibit stronger attitudinal and behavioural loyalty, such as higher attendance and renewal rates of season tickets. Practical implications - Recognising fan interest in multiple teams/leagues as positive involves a shift in management thinking away from a competitive to a collaborative stance. In this case, rapid adoption of new teams is encouraged by capitalising on strong interest in overseas leagues. This requires careful structuring and branding of the competition that mimicks familiar foreign leagues, while minimising unfavourable comparisons in areas like quality of play. Originality/value - This study capitalises on the rare opportunity to examine foundation teams in a new national league. The findings highlight the importance and value of taking a "global" perspective to the marketing of sports, and of carefully leveraging the interest in other elite competitions to build interest in new leagues.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherEmeralden_US
dc.publisher.placeUnited Kingdomen_US
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom67en_US
dc.relation.ispartofpageto89en_US
dc.relation.ispartofissue1en_US
dc.relation.ispartofjournalAsia Pacific Journal of Marketing and Logisticsen_US
dc.relation.ispartofvolume22en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchCommerce, Management, Tourism and Services not elsewhere classifieden_US
dc.subject.fieldofresearchSport and Leisure Managementen_US
dc.subject.fieldofresearchcode159999en_US
dc.subject.fieldofresearchcode150404en_US
dc.titleLeveraging fans' global football allegiances to build domestic league supporten_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.date.issued2010
gro.hasfulltextNo Full Text


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