Fifteenth International Conference on Sport & Society

Abstract

The study explores the adaptation of the Customer Engagement Value (CEV) framework within the sports industry, highlighting the unique dynamics of fan engagement and its implications for sports marketing strategies. Recognizing the limitations of traditional CEV components—Customer Lifetime Value (CLV), Customer Referral Value (CRV), Customer Influencer Value (CIV), and Customer Knowledge Value (CKV)—in capturing the full spectrum of fan contributions, this research proposes an expanded model that incorporates the emotional and communal aspects of sports fandom, termed “fan value.” Through in-depth interviews with executives from professional soccer clubs in Brazil, the study employs qualitative methods to uncover how these organizations perceive and measure fan value. The findings reveal that sports organizations require a nuanced approach to customer value estimation, one that accounts for the passion, loyalty, and communal engagement inherent in sports fandom. The implications of this research offer practical insights for sports marketers aiming to enhance fan engagement and leverage the full potential of fan contributions to sports organizations.