Understanding consumers and creating sports marketing directed specifically at sports fans helps teams and brands generate revenue. Through studying “Fan DNA” you can devise marketing strategies that target the consumer, create competitive advantage in the marketplace, and ultimately increase the return on investment for teams and brands.

Begin by viewing Repucom’s “Fan DNA” video from the Topic Materials. Next, view the Infographic, “2013 Sports Fan Demographics” and read “A Demographic Profile of League and Team Fans” in the Topic Materials. From these and the other topic sources, you can see that there is a wide range of information and categories you can use to develop the profile of a typical fan.

For this assignment, select a major sports team and research its Fan DNA. Your goal is to do the following in a 500-750 word paper.

  1. Identify the Fan DNA by summarizing it as a specific consumer profile associated with the team. Site the resources you used to compile the information within the profile.
  2. List three marketing ideas you could apply to consumers within this sports marketing niche with the goal of creating competitive advantage and a return on investment for the team.
  3. Explain how incorporating each idea could create competitive advantage for the team and provide a return on investment (i.e., through increased sales of tickets, merchandise, etc.) while meeting the needs of consumers who fit the Fan DNA profile.

Prepare this assignment according to the guidelines found in the APA Style Guide,

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