The Value of Engaging Sports Fans

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Recommended: Marketing mix of Manchester United Football Club

Sports teams around the world value the importance of keeping their consumers (fans) happy and engaged. The NFL’s New England Patriots are very active in the community and have expansive social media sites and online tools to keep their consumers engaged and connected to all things related to the franchise. Over in Europe, the football franchise Manchester United has created a large following and making sure their consumers are engaged is one of the franchises’ main strategies (Emirates24/7). According to Forbes 50 most valuable sports teams of 2013, both Manchester United (#2 at $3.165 Billion) and the Patriots (#6 at $1.635 Billion) are included on that list. This paper will highlight how both New England and Manchester are identifying their consumers and how their activities are targeting those consumers.
The Patriots and Manchester United are using the community-based events, functions and activities to engage their consumers. The Patriots are committed to running programs that support the New England region of consumers with Patriots Women’s Association, Read Between the Lines, Make-A-Wish and New England Triathlon (Patriots.com). One program in particular, Myra Kraft Community MVP Award, gives substantial prizes to the winners with past winners collecting $2500, $10k and $25k. Manchester United also uses community-based activities in order to keep their active fan base happy (MU Foundation). The team runs the Francis House Children’s Hospice, The Christie Charity and United for UNICEF. These programs offer consumers the opportunity to raise awareness for different charities all while being able to meet and interact with Manchester United’s biggest and best players and team ambassadors. Engagement in the Patriots ...

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Emirates24/7 (2011, July 11). Manchester United boost social media presence - Emirates 24/7. Retrieved February 7, 2014, from http://www.emirates247.com/sports/football/manchester-united-boost-social-media-presence-2013-07-10-1.513914
Isreal, S. (2013, March 28). The New England Patriots And Contextual Fans - Forbes. Retrieved February 6, 2014, from http://www.forbes.com/sites/shelisrael/2013/03/28/the-ne-patriots-and-contextual-fans/
MU Foundation (2014). Charities Manchester United. Retrieved February 6, 2014, from http://www.mufoundation.org/en/Charities.aspx
Official Website of the New England Patriots | Home. (2014). Retrieved February 6, 2014, from http://www.patriots.com/index.html
Patriots.com (2014). Official Website of the New England Patriots | Community - Programs. Retrieved February 7, 2014, from http://www.patriots.com/community/programs.html

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