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The virtuous cycle of marketing, fan engagement, financial performance, and league attendances in strengthening competitiveness

2025-01-17Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorQueiró, Francisco
dc.contributor.authorDomingues, Mafalda Maria Santos F.
dc.date.accessioned2025-08-12T07:42:45Z
dc.date.available2025-08-12T07:42:45Z
dc.date.issued2025-01-17
dc.date.submitted2025-01-17
dc.description.abstractThis study, in collaboration with UEFA’s Growth Programme, explores how marketing, fan engagement, league attendances and financial management in European football form a “virtuous cycle” that can be leveraged by National Football Associations (NAs). It identifies key strategies for maximizing value: diversifying revenue sources, investing in infrastructure and youth, renewing squad talent, and adopting data-driven decision-making. It highlights sophisticated marketing and fan engagement tactics like hosting cultural events, creating tailored loyalty programs, and boosting digital interaction through fan zones and social media. These approaches, demonstrated by NAs like the English FA, German DFB, and Dutch KNVB, aim to improve attendance, loyalty, and competitiveness.pt_PT
dc.identifier.tid203961188pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/186341
dc.language.isoengpt_PT
dc.subjectFootballpt_PT
dc.subjectVirtuous cyclept_PT
dc.subjectSports marketingpt_PT
dc.subjectFan engagementpt_PT
dc.subjectFinancial performancept_PT
dc.subjectLeague attendancespt_PT
dc.subjectCompetitivenesspt_PT
dc.titleThe virtuous cycle of marketing, fan engagement, financial performance, and league attendances in strengthening competitivenesspt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.nameA Work Project presented as part of the requirements for the Award of a Master’s degree in Finance from the Nova School of Business and Economics.pt_PT

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NSBE - Finance