Abstract:
This small-scaled study reviewed supporters experiences within a sports stadium and their impact on a brand. The research specifically is centred around The Sharks brand and the Jonsson Kings Park Stadium, the home stadium of The Sharks rugby team.
Rugby is a competitive sport that participates within South Africa’s heritage. This generated from the existence and the attendance to the home stadium of The Sharks. Attenders to the stadium have been declining due to supporters reducing their purchases of the stadium tickets.
This study reviews themes that are common to sport stadiums that have suffered within similar scenarios. The information gathered in this study was accumulated through a qualitative approach. This would allow for flexibility of revealing deep insights during the entire primary research.
The methodology of research performed involved focus groups and an online survey. The insights received from this, directed meaningful findings and recommendations that aspires to assist The Sharks by providing useful data to increase attenders to the stadium.
It was concluded through the research that supporters do not value the stadium experience. Since there have been more devalued changes to the stadium experience it identifies that a large amount of work needs to be done in understanding and providing value to the supporters.
