Pro Softball Fan Segments: A Two-Step Cluster Analysis

Document Type

Article

Publication Date

6-28-2022

Subject: LCSH

Market segmentation, Sports for women, Cluster analysis, Softball

Disciplines

Sports Management

Abstract

Niche sports such as women's professional sport leagues face many challenges to developing and expanding their fan base. Understanding sport fans, segmenting consumer bases and targeting them effectively can assist in both developing the fan base and competing for investments like sponsorships and media rights. The purpose of this study was to explore consumer segments of the National Pro Fastpitch (NPF), a niche softball league, by identifying demographic and psychographic characteristics of the segments and developing a persona for each segment.

DOI

10.1108/IJSMS-03-2021-0058

Publisher Citation

Ceyda Mumcu, Nancy Lough; Pro softball fan segments: a two-step cluster analysis. International Journal of Sports Marketing and Sponsorship 28 June 2022; 23 (3): 485–504. https://doi.org/10.1108/IJSMS-03-2021-0058

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