TITLE

Fan Development Strategy: The Austin Wranglers' Game Plan

AUTHOR(S)
Warner, Stacy; Chalip, Laurence; Woolf, Jules
PUB. DATE
November 2008
SOURCE
Sport Management Review (Sport Management Association of Austra;Nov2008, Vol. 11 Issue 3, p309
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article discusses the association between sport participation and sport spectation under the game plan of the Austin Wranglers Arena Football team in Texas. The football team introduced two programs for children, namely a tackle football league and a flag football league. A narrative by David Brown, an intern with the Austin Wraglers, is presented in which he used football participation to boost the number of fans for the 2008 season. The team's marketing strategy introduces challenges of marketing sport participation in the context of a sport entertainment organisation.
ACCESSION #
60308980

 

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