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

Brinca, PedroHerzog, Luke2025-02-202024-06-212024-06-21http://hdl.handle.net/10362/179438Women'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.engSports managementWomen footballFan engagementCustomer engagementCustomer relationship managementFan engagement strategySports marketingStrategy developmentStrategy implementationHow 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 Berlinmaster thesis203724011