Tribalism: definition, identification and relevance to the marketing of professional sports franchises

Rudi A. Meir, Southern Cross University
Don R. Scott, Southern Cross University

Abstract

This paper examines the literature relating to tribalism and considers its existence and its relevance to the marketing of sport. Tribal marketing is not a feature of the philosophy dominating today's sports marketing programmes. It is suggested, however, that more focus be placed on the interactions and relationships of groups of sports spectators as tribal members, and this paper presents factors that should be considered by the sports marketer to encourage and facilitate tribalism.