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How can long-term bonds between women´s football teams and their supporters be sustainably strengthened? Development and application of a framework for evaluating Crm measures Iin collaboration with Fc Viktoria Berlin
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Autores
Orientador(es)
Resumo(s)
Women's football is experiencing a rapid development and offers great potential that needs to
be exploited. The aim of this paper is to create an understanding of the conditions and challenges
associated with fan loyalty and engagement in women's soccer and to compare these with
successful approaches both internationally and in other sports. For this purpose, an evaluation
framework in the form of a matrix will be developed, with the help of which customer
relationship management measures will be assessed for their feasibility and suitability in
relation to the characteristics and circumstances of FC Viktoria Berlin.
Descrição
Palavras-chave
Sports management Women football Fan engagement Customer engagement Customer relationship management Fan engagement strategy Sports marketing Strategy development Strategy implementation