Abstract
Football (or soccer) has more spectators, participants, revenues and media interest than at any time in its history (thefa.com, 2010). English Premier League clubs’ revenue reached a record £1,981m in 2008/09 and will have exceeded £2 billion in the 2009/10 season, according to the latest Annual Review of Football Finance from the (Deloitte 2010). However, many lower league clubs face severe financial difficulties and are almost entirely reliant on revenue generation from match days. Current marketing strategies in football such as sponsorship may not generate the required revenue this study, therefore, considers relationship building with families through a critical case of a League Two football club in the UK.
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Young, L., Farquhar, J. (2017). Relationship Building in Football: Focus on the Family. In: Campbell, C.L. (eds) The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-50008-9_56
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DOI: https://doi.org/10.1007/978-3-319-50008-9_56
Publisher Name: Springer, Cham
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