BU 712

This course explores the evolving landscape of fan engagement within the global sports industry. It offers a critical examination of how sports organizations cultivate, maintain, and measure relationships with fans across multiple touchpoints, using both traditional and emerging strategies. Beginning with an introduction to fan culture and the historical context of sports marketing, the module then progresses through key themes including fan behaviour, segmentation, and match-day experience. Students engage with contemporary challenges and opportunities in digital fan engagement, including the use of social media, websites, apps, and email campaigns. Globalisation and inclusivity are central themes, as students explore how cultural differences, identity, and accessibility shape engagement. The module further investigates the role of community engagement, supporter groups, and reputation management. Students also examine metrics that matter—KPIs, CRM systems, and data analytics—to assess the effectiveness and ROI of engagement strategies. In the final weeks, the module turns toward the future of fan engagement, introducing innovations such as AR/VR, AI, NFTs, and gamification. <br>