University of Twente Student Theses


Commercialization strategies in football

Krabbenbos, Tim (2013) Commercialization strategies in football.

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Abstract:Since the 1980s there has been a large economic development in the football industry. As a result, most professional football clubs are structured as corporations. Though, there is a minority of clubs that are structured as membership clubs. In this assignment the differences in commercial strategy were examined between membership clubs and non-membership clubs. Also, the levels of supporter satisfaction were compared between these types of clubs. In modern day football commercialization is required for clubs in order to stay financially competitive, though football fans are regularly discontented with how the cultures of their clubs are changing due to this development. In the research process, case studies were performed with three football clubs; one membership club, one non-membership club and one mixed club. The examination of the data results was carried out by a within case analysis for each club and a cross case analysis. After analyzing the data, two different commercialization approaches were found; a corporate business approach is present at the non-membership club and an approach that focuses on building a traditional football identity at the membership club. The mixed club showed a midway strategy. Furthermore, it was observed that the membership club had a higher satisfaction rate among its fan base than the non-membership club. The mixed club had an intermediate fan satisfaction level. Concluding, the membership club was observed to be more successful in dealing with the dilemma of commercialization and fan approval.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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