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Article
Tribalism: definition, identification and relevance to the marketing of professional sports franchises
International Journal of Sport Marketing and Sponsorship
  • Rudi A Meir, Southern Cross University
  • Don R Scott, Southern Cross University
Document Type
Article
Publication Date
1-1-2007
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.
Disciplines
Citation Information

Meir, RA & Scott, DR 2007, 'Tribalism: definition, identification and relevance to the marketing of professional sports franchises', International Journal of Sport Marketing and Sponsorship, vol. 8, no .4, pp. 330-346.