Industrial Marketing in Sport: Understanding Season Ticket Renewal Across Account Types

Abstract

This paper is the first to extend industrial (or business-to-business) marketing principles to the market for traditional season tickets. In doing so, a three-dimensional characterization of the season ticket holder (STH) is developed and provides a new foundation upon which market segmentation and ticket sales initiatives can be built. This study then uses this new framework to segment and examine the key renewal factor differences across STH account types. Specifically, group differences on perceived venue related and non-venue related barriers to renewal, overall product quality, and account representative relationship quality are analyzed. This study finds business-toconsumer (B2C) accounts are more concerned with product quality and typical barriers to purchase as they consider renewing their account for the following season than business-to-business (B2B) accounts. Additionally, this study finds B2C accounts report higher levels of intention to renew than B2B accounts.

Sport Offer– Core Part of the Sport Organization’s Marketing Program

“…In sports, it is extremely important that business is being developed (B2B) in order to attract sponsors of sports clubs, organized season tickets, exclusive broadcasting rights, etc. (Waren, 2015). Of course, the link with sports clubs through the relationship to consumers (B2C) is important, although this connection is only the ultimate result of marketing efforts and investments in business aspects and the link with the economy.…”