The playbook for creating sport tribes that bind

What can the underlying and intrinsic reasons that people become true sporting fans tell us about the human condition? Barry Walker considers what brands can learn from the sports tribes.

You hardly have to be a sports fan to know that sport is big business today. We’ve gone from club to franchise in the blink of an eye. And why not. Success breeds success, right? TV rights, better players, bigger stadiums, what’s not to love?

But a franchise can’t grow forever. Players get better deals or they move from the back page to the front and supporters drift away. But does it really have to work that way? And what might brands learn from this cycle of success?

 

Read the full article on Marketing Mag here

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