Title: 'Rusting on' fans: nurturing sport team identification via the creation of generational fandom - a case study

Authors: Michelle A. O'Shea; Abel Duarte Alonso

Addresses: School of Management, University of Western Sydney, Locked Bag 1797, Penrith South DC, NSW 1797, Australia ' School of Management, University of Western Sydney, Locked Bag 1797, Penrith South DC, NSW 2751, Australia; School of Marketing Tourism and Leisure, Edith Cowan University, 100 Joondalup Dr., Joondalup, 6027 WA, Australia

Abstract: A complex issue faced by sport marketers relates to how they nurture new generations of fans in a rapidly evolving sport/entertainment marketplace. The study examines this issue among marketers and CEOs of three professional sport organisations. The application of the psychological continuum model (PCM) is considered as a framework for understanding. The key emphasis was the organisations' capacity to 'rust on' new and traditional fans in order to nurture long-term allegiance. In a ferociously competitive marketplace, where sport brand diversity (more clubs) can create fan confusion and desertion, the traditional importance of club-fan bonds through 'rusting on' remains a focus.

Keywords: rusting on; professional sport organisations; fandom; sport management; sport marketing; sports teams; team identification; generational fandom; sports fans; psychological continuum model; PCM; long-term allegiances; sport brand diversity.

DOI: 10.1504/IJSMM.2012.051251

International Journal of Sport Management and Marketing, 2012 Vol.12 No.1/2, pp.39 - 56

Received: 03 Sep 2011
Accepted: 15 Mar 2012
Published online: 31 Jul 2014 *

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