Soccer Fandom Case Study

Course F2020 RTA331 – Individual Assignment #1 – Due Jan 30th 11:59pm

CASE STUDY

1st READ: Becoming fans abroad: a qualitative study of soccer fan socialisation, Elizabeth B. Delia* and

Matthew Katz, Int. J. Sport Management and Marketing, Vol. 19, Nos. 5/6, 2019 313, Copyright © 2019

Inderscience Enterprises Ltd.

NOTE: Use New Times Roman FONT Size 10, No more than 2 pages. Answer can consist of a combination of

written sentences, charts, diagrams and use of bullet points as you see fit to best answer the questions.

SEE SYLLABUS FOR ALL ASSIGNMENT DETAILS ON LATENESS ETC, BUT A REMINDER, Assignment #

1 - Due January 29th, 2020 at 11:59pm on D2L, PDF ONLY FORMAT.

2nd Answer the following questions based on the reading above:

A. You are Soccer Canada, a National Sport Organization (NSO) in Canada:

1. Using the purpose of the study,

“Our purpose in this study was to understand how individuals residing in the USA

were socialized into soccer fandom, with a particular eye on instances of not only

individuals who became fans in a traditional sense (i.e., early in life), but also those who

became fans as adults. Taking a qualitative approach, we conducted focus groups with

soccer fans to understand how (and at what life stages) individuals became fans of the

sport, as well as how they have maintained this fandom over time”.

How would you use the findings to:

a. Increase participation of youth soccer in Canada b. Increase corporate sponsorship for Soccer Canada c. Market to new fans to build fandom between now and leading up to the 2026 FIFA World Cup in Canada and

keep them engaged in soccer.

d. Create a local sport culture, meaning a “soccer culture” for Canadians and Global visitors. e. From a marketing perspective and using the same study, how can you use the data and findings to the help

FIFA, Fédération Internationale de Football Association’s (FIFA) market and direct its media to the pseudo-

displaced fan?

15% of your grade.