OBJECTIVE
1. What
are the reasons for maintaining/building fan
support.
2. Identify bases of the sport/event product that can
be used to maintain/build fan
support.
3. Describe techniques that can be used to
maintain/build fan support.
4. Demonstrate procedures for selecting strategies to
maintain/build fan support

A local newspaper prints a human-interest story
about a college volleyball player. Publicity is
any non-personal presentation of ideas, goods,
or services that is not paid for by the individual
or organization that benefits from or is harmed
by it. Since a newspaper article is a message
that is not paid for by the individual featured in
the article, it is an example of publicity. Unless
a message is communicated (e.g., election of
an official), it is not considered publicity. A
business owner who purchases baseball
uniforms and equipment for a Little League
baseball team is a sponsor. Advertising is form
of paid communication.

Specific images. Public-relations
strategies are developed to create and
maintain a specific image or impression
about an individual, team, or
organization with the various publics they
encounter. A low profile, suitable illusion,
or indifferent attitude might be
considered a desired or specific type of
image.

Establish a feeling of goodwill with all of the
organization's fan bases. Public relations is defined as
a function of business designed to establish and
maintain positive relationships between a business
and its various publics. Creating goodwill is a part of
establishing positive relationships. Developing positive
relationships with sponsors and advertisers is often a
function of public relations; however, it is not always
the primary consideration. Some sport/event
businesses do not have corporate sponsors or
advertisers. The way to build positive relationships
with local businesses and media is to establish
goodwill rather than boost sales and encourage
publicity. Publicity is one way that public-relations
people communicate a message.

Without ongoing fan support, a performer's
popularity or an organization's profitability
decreases. Fans purchase tickets, memorabilia,
and sponsorships and support tax initiatives.
These actions contribute to the level of
popularity or profitability. Although spectators
make up a very important fan base, it cannot
be assumed that all sport/event marketers
consider it the most important fan base. Publicrelations strategies are designed to maintain a
certain image by creating a feeling of
goodwill. Small sport/event venues are often
successful in building and maintaining fan
support

The means to spread news to the masses.
Television, radio, newspapers, magazines, and
the Internet are media tools that can distribute
information very quickly to a lot of people. By
maintaining positive, trusting relationships with
members of the media, sport/event marketers
can often influence the media to distribute
positive publicity and encourage them to be
fair when unfavorable news breaks. The media
(e.g., broadcast) are often subject to
government regulation. Advertising is a paid
form of promotion. Members of the media
have a lot of control over the content of their
publications or broadcasts.
A. The national soccer league secures
advertising spots on network television
stations.
B. A business owner purchases baseball
uniforms and equipment for a Little League
team.
C. A local newspaper prints a human-interest
story about a college volleyball player.
D. The International Olympic Committee elects a
new president to its governing board.
A. Low profiles.
B. Suitable illusions.
C. Specific images.
D. Indifferent attitudes.
A. encourage local businesses to purchase
more tickets, concessions, and
merchandise.
B. develop positive relationships with
corporate sponsors and advertisers.
C. promote publicity efforts with key
members of the media and business
community.
D. establish a feeling of goodwill with all of
the organization's fan bases.
A. Without ongoing fan support, a performer's popularity
or an organization's profitability decreases.
B. Building fan support involves public-relations
strategies designed to increase short-term sales.
C. Large sport/event organizations are usually more
successful in building fan support than smaller
organizations.
D. Most sport/event marketers consider spectators their
most important fan base.
A.the means to spread news to the masses.
B. very few regulations that they must follow.
C.the ability to control advertising sponsors.
D. little control over what is considered
newsworthy

Collaborate with your team and
brainstorm strategies for
maintaining/building fan support for
“YOUR selected sport that you are
promoting for your branding activity.
Select five strategies to present to the
class athletic Prepare a summary of your
ideas, type them out and turn them into
the box when you’re finished.

Any Questions????