Pro Softball Fan Segments: A Two-Step Cluster Analysis
Author URLs
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
Repository 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
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