Tenth International Conference on Sport & Society

Abstract

This is an exploratory case study of how National Taiwan University of Sport’s Webcast in the development of loyal baseball fans. The Department of Sport, Information & Communication at NTUS trained students and provided students with sports webcast hands-on experiences, the team began in 2010, with only twenty sports fans. However, after five years of sports broadcasting training, the team evolved to be a mature webcast team, attracting more than 20,000 audiences watching the championship online. The increasing number of sports fans and buzz online, taught the attention of professional sports channel; in 2018, Fox Sports Channel, took over the live broadcasting, with a greater interest in advertisements revenue. The case study overviewed the formation of NTUS’s Sports Webcast Team and the social media sports marketing efforts in the development of sports fans. Unlike baseball and basketball, the development of volleyball sports fans in Taiwan faced challenges, and at the university had no budget in sports marketing and fans development. With social media marketing and the constant exposure of the sports webcast promotion, we attracted many “Likes & Share” created a buzz among sports fans.