Exploring the efficacy of youth sport camps to build customer relationships

Professional sport teams strive to cultivate a large, loyal fan base. Relationship marketing is well suited for developing loyal customers. Professional sport teams provide youth sport camps mostly for added revenue streams and marketing extensions. However, research neglects to investigate which relationship factors may help build or reignite long-term fan development. This exploratory study examined the efficacy of these camps on factors theorised for developing long-term customer loyalty. Parents of camp participants were evaluated because they may appeal to teams interested in short- and long-term results. Using repeated measures MANOVA, matched pre- and post-camp data were collected from 70 parents of participants from four different NBA teams’ youth sport camps around the United States. Data analysis revealed the camps were effective in enhancing team identification, attitudes toward the team, and team satisfaction. Results suggest that youth sport camps assist in building customer relationships with parents. Further, the benefits of relationship marketing efforts may extend beyond primary participants via the familial socialisation process. The three aforementioned precursors to fan loyalty showed significant increases after parents’ experience with the teams’ youth sport camp. These findings highlight a possible marketing platform that can serve both short- and long-term objectives for professional basketball teams.     

Towards a model of cross-sectoral policy development in leisure: the case of sport and tourism

Whilst leisure studies has now become an established field of academic analysis, there is still little literature on the dynamics of the leisure policy process, particularly in the area of cross-sectoral liaison. This paper attempts to synthesize previous research relating to general policy dynamics in developing a model of cross-sectoral policy development. In developing this model, particular attention is given to two major ESRC funded projects of the 1980s – work on Inter-Governmental Relations and Government Industry Relations – which produced two recognizably different models of the policy process. A combined model is proposed which is used to examine and compare the structures of the sport and the tourism policy communities and to analyse how these structures might effective the emergence of a sport-tourism policy network. In conclusion, the extent to which the model this paper develops might be applicable to other areas of leisure policy is discussed.     

During play,the break,and the drive home: the meaning of parental verbal behaviour in youth sport

Problems surrounding parental involvement in youth sport have received much attention in the international academic community. Most of the focus has surrounded the frequency and nature of parental verbal behaviour such as criticism, swearing and abuse. While such behaviour has the potential to exert a negative influence in youth sport, little is known about the socially constructed meaning of parental verbal behaviour. In other words, there is a current lack of understanding surrounding the social significance (or lack thereof) of parental comments, criticisms and abuse in the context of youth sport. Addressing this oversight is important given that parents and youth do not always share a common appreciation of parental involvement in sport. This paper reports on a study which sought to generate a greater understanding of parental involvement in the junior Australian football experience. Interviews and focus groups were conducted with parents and youth participants (n = 86) currently involved in a competitive Australian football season. Data were manually transcribed verbatim and subjected to a thematic analysis. The findings reveal how parents and youth attribute different social meaning to parental verbal behaviour during play, the breaks and the drive home. While youth appear to experience parental verbal behaviour in polarising ways, parents rationalise their own verbal behaviour and in doing so, contribute to a broader social reproduction of sport parenting behaviour.     

Unintended outcomes of the London 2012 Olympic Games: local voices of resistance and the challenge for sport participation leverage in England

This study was undertaken with five families before, during and after the London 2012 Olympics to examine and explore everyday reactions to the Games on families in the East Midlands region of England. The aim of the research was to build localised accounts of the multiple interpretations, potential impacts and reactions to the Olympics in everyday family household settings. The views, perceptions and interpretations of the Games were gathered through qualitative research methods, using video diaries and, pre- and post-event, group interviews. Findings from the study illustrated diverse reactions to the legacy messages, resistance to policy interpretations surrounding this mega event and a strong sense of regional and financial exclusion from the event. Lessons can be learnt for both policy-makers and event managers in the design of future events that encompass the localised perspectives of those communities and individuals who consume the event beyond direct physical participation. In particular, themes from the data included the importance of regional community involvement of national showcase events, limitations of existing media and web-based information sources, and the everyday resistance to policy messages assumed as taken for granted. It is also hoped that the study will provide lessons for the Rio 2016 Olympics from a local delivery perspective.