| Summary: | ABSTRACT
Master’s Thesis, 78 pages, 3 appendices
Sport Marketing
2010
This empirical case study investigated a First Division semi-professional football club in
Finland and tried to explore interrelationships between factors that affect the marketing
activities of the club. Previous research shows controversial results about how the on-field
performance of a team, attendance and marketing opportunities are interconnected, which
underpins the relevance of the present work. In addition, emphasis was also put on
ascertaining the antecedents and level of fan satisfaction and identification towards the
team, as well as discovering the relationship between them. Furthermore, the research was
aimed at detecting a presumed correlation between identification of fans, and their
sensitivity to the result of the games. Likewise, an attempt was made to find out whether
increasing fan satisfaction or fan identification indicates higher sponsor awareness.
In order to successfully implement the study, an on-line survey, interviews, and participant
observation was utilised, as well as statistical data obtained from Football Club JJK
Jyväskylä. With the analysis of the collected data, this study has found that improving onfield
performance triggers higher attendance and further opportunities in marketing. In
addition, there is an existing relationship between factors that determine fan satisfaction
and fan identification. Beside these, it has been concluded that JJK fans’ sponsor awareness
and attitude stand at a low level, therefore JJK’s sponsorship strategy needs to be
reorganised. Finally, it has been revealed that highly satisfied and identified fans are more
eager to buy a season ticket for the following season and recommendations were made how
to establish and strengthen the JJK brand.
Implementing the results of this work could help enhance the quality of marketing
management and raise the level of services provided to supporters and sponsors of the club.
Similarly, this topic area was performed under specific conditions related to Finland.
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