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How can long-term bonds between women´s football teams and their supporters be sustainably strengthened? Strategic plan to increase fan retention and engagement of Fc Viktoria Berlin
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Orientador(es)
Resumo(s)
Women's football is experiencing rapid development and offers great potential that needs to be
realized. The aim of this work is to create an understanding of the conditions and challenges
associated with fan loyalty and engagement in women's football and to compare these with
successful approaches both internationally and in other sports. In the following, the systematic
analysis of best practice examples based on a developed evaluation framework will serve as a basis
for deriving measures to promote fan loyalty and engagement in the German market using the
example of Viktoria Berlin's women's football team and for setting up a concrete action plan.
Descrição
Palavras-chave
Sports management Women football Fan engagement Customer engagement Customer relationship management Fan engagement strategy Sports marketing Strategy development Strategy implementation