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.
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It’s hard to imagine that the United States of America spends less money on any sport compared to their direct competition, but that is the case for the United States Ski and Snowboard Association (USSA). Luke Bodensteiner, the Executive Vice President of Athletics for the association, explains how his unique program implementation ensures his athletes win as many medals as possible, for the least amount of money.