Marketing With Purpose: Building Upon Momentum in the Angel City

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Danielle K. Smith Department of Exercise and Sport Science, University of North Carolina at Chapel Hill, Chapel Hill, NC, USA

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Melissa Davies College of Business, Ohio University, Athens, OH, USA

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The growth of women’s sports, specifically women’s soccer through the National Women’s Soccer League, creates a contemporary landscape through which students explore the relationship between revenue-driving and community-based marketing strategies. Drawing upon the realistic case of Angel City Football Club, a National Women’s Soccer League expansion franchise in Los Angeles, students will study and discuss the role of a socially responsible team position, analyze and create target market segmentation strategies, generate sponsorship partner recommendations, and create a social media campaign for this growing women’s professional sport in one of the United States’ most diverse and sport-crazed cities.

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