Rather than look back on the year that was, CONQA Sport is casting an eye on 2017 and calling on the powers that be to make some changes to improve the games we love. In the cutthroat world of top level sport, stagnation is suicide and so, along with some of the leading figures in the industry, we have compiled a 2017 wish list for a happy and elite new year.
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It’s turned into a case of he-said, she-said as violent clashes between England and Russian supporters have marred the Euro Championships in France. Russia has been fined and handed a “suspended disqualification” while England escaped any punishment. The situation requires strong leadership from both UEFA and FIFA as both governing bodies are responsible for rooting out the rise of hooliganism, often fuelled by right-wing supporters.
Like a family member or loved one, our favourite athletes and teams reach into our hearts and souls and pull on certain strings that compel us to be biased. We can’t help it. There’s nothing we can do. Our athletes and teams are just and virtuous, and exempt from derision, while the opposition is the antithesis: deceitful, unsportsmanlike, unworthy of praise or achievement. The subjective nature of sport creates an environment where the same action or behaviour can yield very different responses depending on which side of the fence you sit.
There’s nothing like sport to get one’s emotions soaring. Nothing compares to the thrills you feel when your team secures a dramatic victory or the agony of watching the athletes you love fail to reach their potential. Elite sports teams know this and now tap into that emotion by building a brand and an ideology that transcends the borders of the field of play. Fan engagement means so much more than merely rolling out a colourful banner and building positive brand equity could prove the difference between a successful season and another mediocre one. CONQA Sport explores how off-field marketing can drive on-field performance.