Master of Science in Sport and Leisure Service Management
First Committee Member
James Busser, Chair
Number of Pages
Social media has revolutionized marketing and communication and has changed the way many organizations do business. In sports, it has facilitated fans getting closer to the action while allowing management to be strategic and more efficient with finite amount of resources. It has allowed sports to get in the business of “relationship marketing” (Gronroos, 2004). That is, when a game ends or a season comes to a close, social media allows for the fostering of long term relationships and continues to build a sense of community. The marriage of social media and relationship marketing cannot be overlooked. Whereas 30 years ago success at relationship marketing took huge amounts of labor, money and time, a well coordinated social media campaign can be launched with the click of a button.
Relationship marketing; Social media; Sports; Sports spectators
Business | Marketing | Sports Management | Sports Studies
University of Nevada, Las Vegas
Radmanovich, Matthew, "A Social Media Plan for the Ultimate Fighting Championship" (2012). UNLV Theses, Dissertations, Professional Papers, and Capstones. 1475.
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