Sports are a multibillion-dollar global business that will
continue to grow by leaps and bounds into the foreseeable future.
The bad news is: It's never been harder to attract, engage, and
retain the sports fan.
Today's sports fans are bombarded by choices. Traditional
sports, such as baseball, football, and basketball, compete for
fans' dollars with snowboarding, lacrosse, poker...even paintball.
The old business formulas, developed in the age of three TV
networks and creaky stadiums, no longer apply.
World-renowned communication expert Irving Rein, international
marketing guru Philip Kotler, and communication specialist Ben
Shields deliver an innovative new business model centered squarely
on fan satisfaction and retention. They give you the tools to
transform your sports product into an enduring brand-immune to the
vagaries of winning and losing-that quickly adapts to changing
market conditions. Along the way they illustrate their points with
fascinating case studies, including Manchester United's
transformation from a plucky home team to a billion-dollar
international franchise Professional golf phenomenon Michelle Wie's
quest to maximize her talents and marketability Southlake Carroll
High School football team's benchmarking of professional and
college football programs to build its own brand Daytona
International Speedway's reinvention of fan intimacy
Combining expert analysis with field-tested strategies for
winning hearts and minds, "The Elusive Fan" is your guide to
surviving and thriving in today's ever-widening world of
sports.
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