Leveraging medium-sized sport events to attract club participants

Leveraging medium-sized sport events to attract club participants PurposeSport participation is the lifeblood of community sport clubs. The purpose of this paper is to investigate how sport clubs can leverage participation from local, medium-sized, elite sport events.Design/methodology/approachThis study used an action research approach where researchers, along with representative stakeholders from two elite tennis tournaments and 23 local tennis organizations, collaborated to develop and implement a series of interventions as part of a wider leveraging plan. The interventions were developed and evaluated in one cycle of action research that incorporated predominantly qualitative research methods.FindingsThe interventions stimulated the interest of event spectators by offering a free tennis lesson at a participating club. However, the conversion from interest to club participation was limited.Practical implicationsKey recommendations for clubs to leverage participation from a medium-sized event include: a leveraging plan should consider the resources and capacity of local community sport clubs; clubs should act collectively and collaboratively; and clubs should have a strong physical presence at the event(s).Originality/valueRegional sports organizations can utilize existing collaborative networks to enable community clubs to design and implement event-leveraging initiatives. This study also highlights the limited capacity of community sport clubs to leverage participation outcomes from medium-sized annual events. The use of collaborative networks may ameliorate the organizational capacity deficiencies of clubs. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Leveraging medium-sized sport events to attract club participants

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0263-4503
D.O.I.
10.1108/MIP-04-2017-0063
Publisher site
See Article on Publisher Site

Abstract

PurposeSport participation is the lifeblood of community sport clubs. The purpose of this paper is to investigate how sport clubs can leverage participation from local, medium-sized, elite sport events.Design/methodology/approachThis study used an action research approach where researchers, along with representative stakeholders from two elite tennis tournaments and 23 local tennis organizations, collaborated to develop and implement a series of interventions as part of a wider leveraging plan. The interventions were developed and evaluated in one cycle of action research that incorporated predominantly qualitative research methods.FindingsThe interventions stimulated the interest of event spectators by offering a free tennis lesson at a participating club. However, the conversion from interest to club participation was limited.Practical implicationsKey recommendations for clubs to leverage participation from a medium-sized event include: a leveraging plan should consider the resources and capacity of local community sport clubs; clubs should act collectively and collaboratively; and clubs should have a strong physical presence at the event(s).Originality/valueRegional sports organizations can utilize existing collaborative networks to enable community clubs to design and implement event-leveraging initiatives. This study also highlights the limited capacity of community sport clubs to leverage participation outcomes from medium-sized annual events. The use of collaborative networks may ameliorate the organizational capacity deficiencies of clubs.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Apr 3, 2018

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