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Football community strategies : a research about designing football community strategies and applying them to footvall clubs

Schoon, Jeroen (2013) Football community strategies : a research about designing football community strategies and applying them to footvall clubs.

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Abstract:Football is arguably the biggest sport in the entire world. Almost every country known to men has a national football union. The popularity of football is growing and growing. For example the World Cup in South Africa (2010) yielded over an 'average in-home global audience' of 530.9 million views in more than 200 countries for the final played on 11 July, 2010, at Johannesburg's Soccer City stadium. The Union of European Football Associations (Uefa) claimed that the Champions League final of 2009 had a total of 210 million live views in more than 130 countries over the world. (fifa, 31 May 2012) Looking at these numbers, football clubs know that there are massive international expansion possibilities. Besides these possibilities domestic markets become saturated. Football clubs mostly find their fans geographically; if you live in the east of the Netherlands you’re a FC Twente supporter and if you live in the north you’re a FC Groningen supporter, or at least in 90% of the cases. This results in very few possibilities for domestic expansion of your football clubs fan base. Due to the explosion of internet over the last 15 years, internet becomes a great mean to reach your supporters in other countries, geographical distance isn’t an issue anymore. Social Media is a mean to reach your supporters in a user friendly way. For Social Media there are few to none strategies for football clubs. Therefore this research designs several strategies for football clubs so that they can handle their community in an online world. This research aims to answer the question What are appropriate Football Community Strategies to design a selection model?
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/64141
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