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Exploring retro marketing with sport marketing professionals

Exploring retro marketing with sport marketing professionals The purpose of this paper is to expand our understanding of retro marketing in sport through the perspective of sport marketers.Design/methodology/approachFourteen sport marketers involved in their team’s marketing and utilized retro participated in topical interviews. Interviews were transcribed and open coded to find themes around how retro marketing is utilized and why the marketers think it may be effective.FindingsThis study discovered prominent themes explaining how retro marketing is implemented (changing marks and jerseys, celebrating anniversaries, milestones and past players and retro nights) and why it may be effective (nostalgia, retro design appeal and connection to the team’s lived history).Originality/valueDespite the coverage of retro marketing in popular press, little is understood in the academic field. This current study should expand our understanding of retro marketing in sport and be effective in aiding future scholars who investigate retro marketing in sport. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sport, Business and Management: An International Journal Emerald Publishing

Exploring retro marketing with sport marketing professionals

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2042-678X
DOI
10.1108/sbm-06-2018-0046
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to expand our understanding of retro marketing in sport through the perspective of sport marketers.Design/methodology/approachFourteen sport marketers involved in their team’s marketing and utilized retro participated in topical interviews. Interviews were transcribed and open coded to find themes around how retro marketing is utilized and why the marketers think it may be effective.FindingsThis study discovered prominent themes explaining how retro marketing is implemented (changing marks and jerseys, celebrating anniversaries, milestones and past players and retro nights) and why it may be effective (nostalgia, retro design appeal and connection to the team’s lived history).Originality/valueDespite the coverage of retro marketing in popular press, little is understood in the academic field. This current study should expand our understanding of retro marketing in sport and be effective in aiding future scholars who investigate retro marketing in sport.

Journal

Sport, Business and Management: An International JournalEmerald Publishing

Published: Jun 13, 2019

Keywords: Nostalgia; Sport marketing; Merchandise; Retro marketing; Throwback

References