Winning With Apps: A Case Study of the Current Branding Strategies Employed on Professional Sport Teams’ Mobile Apps

in International Journal of Sport Communication
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  • 1 Virginia Tech, USA
  • 2 University of Alabama, USA
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In this case study, the authors take a first look at how professional sports teams are using mobile apps as part of their branding and marketing strategies, as well as to enhance fan experience. Through the use of quantitative content-analysis methodology, professional sports teams’ mobile apps (N = 72) are analyzed to assess branding and marketing strategies and opportunities for fan engagement. The branding strategies most prevalent on the mobile apps include information about the teams and their performance. In terms of marketing strategies, 32 of the mobile apps provide an opportunity for fans to purchase team merchandise, and 75% provide an opportunity for fans to purchase tickets. Fan-engagement features that were most prevalent in mobile apps include check-in features (40%) and fantasy-league information (33%). Nearly 90% of mobile apps in the sample integrated Twitter, while 65% provided fans with access to Facebook.

Watkins is with the Dept. of Communication, Virginia Tech, Blacksburg, VA. Lewis is with the Dept. of Advertising & Public Relations, University of Alabama, Tuscaloosa, AL. Address author correspondence to Brandi Watkins at bawatkins@vt.edu

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