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Enhancing fan engagement and loyalty through club identity: a strategic plan for Belenenses
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| 14.17 MB | Adobe PDF |
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Resumo(s)
This thesis is part of a larger study that explores strategies to enhance fan engagement and loyalty
for CF “Os Belenenses” by focusing on three key areas: Club Identity, Digitalization and Social
Media, and Tourism Integration. This paper specifically examines Club Identity. Drawing on
existing literature, stakeholder interviews, a questionnaire, and benchmarking with comparable
clubs, the thesis analyzes the club’s internal and external landscape. The findings inform a set of
targeted recommendations across these strategic areas, prioritized using an Impact/Effort Matrix,
and accompanied by a detailed roadmap. This research provides a comprehensive framework
for Belenenses to strengthen its identity, expand its fan connections, and thrive in an increasingly
competitive football landscape.
Descrição
Palavras-chave
Sports management Fan engagement Fan loyalty Club identity Digitalization Media Sports tourism Tourism integration Fan experience Organizational culture