The sports market in the U.S. is as competitive as ever, doubling the size of the automobile industry in 2009. It has reached an estimated worth of $213 billion , with sports both traditional and non-traditional vying for attention. In the middle of that sports market sits rugby. Rugby union is a global game played in many countries across the world. It has reached and inspired millions of sporting fans worldwide via its events like the Rugby World Cup (IRB). The sport is considered an emerging sport in the U.S. and consumer loyalty remains hidden in the small rugby community throughout the country. There appears to be many people that are aware of rugby, however, the sport hasn’t made a big enough impact to attract more spectators, or even sponsors. There is a small and loyal rugby community in the United States that appears to be growing, but becomes stagnant in growth post collegiate level. The proliferation of a tier I rugby venue in the USA, built on a foundation of brand loyalty and a growing long term fan base through marketing methods and development, is the driving force behind this study.
Table of Contents
Introduction
Background
Literature Review
Conclusion
Problem Definition
Research Aim & Questions
Research Objectives
Methodological Approach
Focus Group
Interviews
Analysis and Findings
Market
Product
Place
Price
Promotion
Limitations
Conclusion and Recommendations
References
Appendix
Research Objectives and Core Themes
The primary aim of this research is to identify viable marketing strategies for developing rugby as a Tier I sport within the highly competitive and saturated United States sports market. The study investigates how to build a long-term, loyal fan base by examining the effectiveness of the marketing mix, the impact of peripheral entertainment attractions, and the potential of leveraging the core cultural values of rugby to differentiate it from established American sports.
- Analysis of the marketing mix (product, place, price, promotion) in the context of U.S. rugby development.
- Evaluation of peripheral "show à l'américain" attractions as a tool for short-term spectator growth.
- Exploration of psychological fan engagement and the importance of youth development and grass-roots initiatives.
- Investigation into digital marketing and social media's role in creating sustainable fan loyalty and community.
Excerpt from the Book
Emergence of Non-Traditional Sport
With the growth of new professional sports such as soccer and the X-games, it appears there is room for rugby to also grow and compete for some of the sports market share, although there may be the argument the sports market is over saturated and too competitive (Rein, Kotler, Shields, 2006). It is difficult to gain momentum in the sports marketing arena with so many sports and new interests always appearing, adapting, and developing (Rein, Kotler, Shields, 2006). The use of the entire marketing mix; product, place, price, promotion, is a planned and controllable strategy to increase rugby’s attractiveness, and brand awareness. This will ultimately lead to greater success by better marketing management. However, development of rugby won’t come from marketing alone. It must be developed through more than just the marketing mix, that is only one method to constructing a worldwide game in a new lucrative market. If rugby is to last long-term in America, it will need more than just product, place, price, and promotion. Loyalty and development in the youth establish a greater long-term growth of rugby in America. Promoting the values and culture of rugby will assist in establishing the loyalty and development. The marketing mix is secondary unless it markets these values; camaraderie, sportsmanship, and humility just to name a few.
Development of rugby in the USA is perplexing. The number of players continues to increase from year to year, the number of supporters have remained stagnant and stadiums empty (USA Rugby). This study will contribute to the dialogue surrounding the proliferation of rugby in determining what attracts the attention of the consumer, how and where to create awareness, and targeting the drivers behind a successful marketing strategy to fill the empty seats of rugby matches around the USA.
Summary of Chapters
Introduction: Provides an overview of the competitive U.S. sports market and identifies rugby as an emerging sport that struggles to gain a foothold beyond the collegiate level.
Background: Examines the history of rugby union and its evolution into a professional sport, establishing the context for its current state in the U.S.
Literature Review: Analyzes academic perspectives on sports marketing, consumer behavior, and the use of peripheral attractions and technology to engage fan bases.
Problem Definition: Outlines the core research questions regarding market competition and the balance between rugby as a core product versus the need for peripheral engagement strategies.
Methodological Approach: Details the qualitative research process, including the execution of focus groups and semi-structured interviews with diverse participants.
Analysis and Findings: Presents data on how market segments respond to different promotional strategies, emphasizing the importance of youth development and authentic rugby values.
Limitations: Acknowledges the constraints of the study, specifically the sample size and the regional concentration of the research participants.
Conclusion and Recommendations: Synthesizes findings to suggest a clear strategy for U.S. rugby, focusing on long-term brand loyalty built upon the core values of the game.
Keywords
Rugby, Sports Marketing, USA, Fan Loyalty, Consumer Behavior, Marketing Mix, Youth Development, Peripheral Attractions, Brand Equity, Digital Media, Social Media, Market Segmentation, Tier I Sport, Strategic Planning, Qualitative Research
Frequently Asked Questions
What is the primary objective of this research?
The research aims to determine effective marketing and development strategies to grow rugby union into a Tier I sport in the United States by analyzing consumer behavior and competitive market dynamics.
Which theoretical models are applied to analyze fan behavior?
The study utilizes models such as the Psychological Continuum Model (PCM) to understand how fans move from initial awareness to deep-rooted allegiance, as well as concepts of brand equity and product life cycles.
Does the author recommend using peripheral attractions like cheerleaders and fireworks?
The author suggests that while these attractions can effectively draw in casual fans and fill empty seats in the short term, they should be treated as secondary products. The core focus must remain on the actual sport to avoid diluting its values.
How does the study view the role of youth in the growth of the sport?
Youth development is considered the most critical factor for long-term sustainability. The author argues that instilling the values of rugby at a young age fosters deep emotional attachment and creates natural brand ambassadors.
What is the role of digital media in the proposed strategy?
Digital and social media are seen as cost-effective, essential tools for reaching mass audiences, enabling interactive communication, and providing new revenue streams through online advertising and content engagement.
What differentiates rugby from other mainstream American sports?
According to the research and interview participants, rugby is distinguished by its unique culture, emphasis on camaraderie, and the "raw" nature of the game, which contrasts with the perceived politics and specialization found in American football.
How do the findings of the focus group influence the recommendations?
The focus group highlighted that while many participants enjoy peripheral attractions, they are primarily motivated by the quality of the game and the positive community values it represents, confirming the need for a balanced approach.
Why are the conclusions focused on Salt Lake City and Utah?
The majority of the primary research participants were located in this region, which serves as a limitation to the study, as it may not fully represent the diverse sports demographics across the entire United States.
- Citation du texte
- Matt Wunderli (Auteur), 2012, Marketing Rugby to a Tier. Sport in the USA and Marketing, Munich, GRIN Verlag, https://www.grin.com/document/195027
