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Essay / Research Paper Abstract
This 4 page paper examines the customer base of the UK football team Wigan Athletic, looking at who they are and where they come from, why they support the team, loyalty to the team and the brand, how loyalty can be lost and where competition comes from. The bibliography cites 3 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEwigathtc.rtf
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Unformatted sample text from the term paper:
is a sort that has a sold fan base, with the majority of fans choosing and the supporting a team, in the long term. This does not mean alliances do
not change, but they are more difficult to change (Hooley et al, 2003). The fans will be predominantly males, across a range of ages, fathers with sons, single men
and older men are all represented. The attendances reflect this mixture, however, the fan base is not limited to males there are also female fans in a minority. The fans
are also known to have an interest in football, but they may not be active sports participants. The fan base tends to be located in the Wigan area or
those who have lived in that area, supporting their local team. Due to the lower profile of the club the level of the fan base nationally and internationally is more
limited, so we have a geographically constrained fan base. The size of the active fan base also reflects the teams performance on the pitch, when doing well fans show more
active support purchasing tickets and merchandise, when the team does poorly sales will fall. The patterns of football, and other sports fans, are not to make an immediate move to
another team, but to become inactive for a while before moving. Currently the team are in the Premiership for the first time which is helping to swell the fan base
and the active support from the fan base. Sponsors are attracted to teams where they may get business from the fan base, or where the exposure through the team,
such as on television will enhance the image of the brand and increase positive perception in the target market. The main sponsor of Wigan Athletic is the chain of sports
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