Changing the sport product: marketing implications for championship rugby league clubs in the United Kingdom. Issue 6 (2nd November 2021)

• Record Type: Journal Article
• Authors: Mackreth, Kacy; Bond, Alexander John
• Is Part Of: Managing sport and leisure. Volume 26:Issue 6(2021)
• Page Start: 559
• Page End: 574
• Publication Date: 2021-11-02
• Subjects: Sport Marketing -- Sport Economics -- Strategic Marketing -- Sport Product -- Rugby League; Leisure -- Management -- Periodicals; Leisure -- Management; Periodicals; 796.069
• DOI: 10.1080/23750472.2020.1773298
• Languages: English
• ISSNs: 2375-0472

Abstract

ABSTRACT: Purpose: Professional sports teams and leagues operate in a crowded market, thus, occasionally change league structures to remain competitive in the marketplace. However, the implications of such changes on strategic marketing planning is seldom explored. Design: Semi-structured interviews with 11 second-tier Rugby Football League (RFL) club executives and 1 national governing body executive. Findings: Very few clubs had a marketing strategy, therefore, engaged in very little strategic marketing planning. Furthermore, the main barriers were resource and skills, and, organisation and leadership. Practical Implications: The RFL need to concentrate on making sustainable shared resources which develop capabilities. For example, developing a standardised yet mouldable strategic marketing package would reduce the financial and knowledge resource barriers. Research Contribution: d This paper makes theoretical contribution to sport management, specifically barriers to strategic marketing practices within professional sports organisations. It also brings lower-tier professional sport clubs into focus, which are often overlooked.