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

Brinca, PedroSzavay, Henrik2024-10-222024-01-082023-12-20http://hdl.handle.net/10362/173858Women'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.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? Development and application of a framework for evaluating Crm measures Iin collaboration with Fc Viktoria Berlinmaster thesis203601920