Tribal Marketing in Sports
Event Title
II Congreso Internacional de Actividad Fýsica y Deportes
Year (definitive publication)
2014
Language
English
Country
Spain
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Abstract
Brands that sponsor sports or sports clubs are not always capable of effectively getting
close to the fans, and their hearts and wallets. Fan passion does not necessarily therefore
transfer over to the brands that endorse a particular club or indeed a sport. The current
research seeks to understand how soccer and surf fans see brand sponsorships and their
legitimacy and wider acceptability.
Acknowledgements
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Keywords
Fandom; Tribalism; Sports Marketing; Post-Modernism