Marketing With Purpose: Building Upon Momentum in the Angel City

in Case Studies in Sport Management

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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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https://orcid.org/0000-0003-1275-5307 *
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Melissa Davies College of Business, Ohio University, Athens, OH, USA

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https://orcid.org/0000-0003-3629-2781
DOI:
https://doi.org/10.1123/cssm.2023-0015
Keywords:
women’s sport; marketing strategy; target marketing; sponsorship; social media marketing
First Published Online:
25 Jul 2023
In Print:
Volume 12: Issue S1
Page Range:
S26–S30
Restricted access

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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