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The representation of reality seems to have gained precedence over reality. In the society of the spectacle, entertainment has become the experience. Accordingly, sport organizations must increasingly provide added value to their fans’ brand experience. Nowadays, entertainment and sport have merged to give birth to ‘sportainment’. Through a polar type of case study, this paper examines how the strategic marketing of, and through, sport can adapt to this reality by proposing a strategic sportainment mix. This study demonstrates that the strategic sportainment mix can provide valuable insights about the theoretical fit between strategic marketing efforts by, or through, sport, on the one hand. This is in addition, on the other, to a stakeholder segmentation that categorizes fans according to their connection with sport in a society of the spectacle. The proposed sportainment mix could boost the fan lifetime value, together with both the customer and financial-based brand equity.
Richelieu et al. (Thu,) studied this question.