“Market segmentation has been described as the cornerstone of modern marketing. It is an analytical process driven by customer needs, which helps maximise resources, emphasizes business strengths and enables more effective and better targeted marketing programs to be developed” Sally Dibb, Professor of Marketing and Society at Coventry University These same factors are as important … Read more
Inspiring participation in sport is often mentioned as one of the major benefits of hosting major sporting events. Indeed, governments use potential uplifts in participation to justify the investment required to host elite sport and associated major events. The evidence to support this assertion however is, at best, mixed. The London Olympic Games in 2012 … Read more
A world of opportunities Elite sporting codes and clubs hold a special position in our community. The strong emotional attachment many people feel towards their favourite sports and teams translates into attention, engagement, loyalty, and spending. This entrenched relationship also means that communities have high expectations of elite codes and teams to be involved in … Read more