This study tries to answer the following question: How can the relationship between fans and their national football association (NFA) and national football team (NFT) be described, theoretically understood and managerially improved? Scholars and sport practitioners have raised this question before, while emphasising the inadequacy of current relationship management views and practices in sport (Adamson et al. 2006; Bodet 2013; Harris and Ogbonna 2008). We aim to contribute to a shift from current customer relationship management (CRM) to sport-specific fan relationship management (FRM).
|Title of host publication||Marketing at the confluence between entertainment and analytics. Developments in marketing science|
|Subtitle of host publication||Proceedings of the Academy of Marketing Science|
|Place of Publication||Switzerland|
|Publication status||Published - 2017|