Marketing of Sport Events
Introduction to Specific Sporting Event
The specific sporting example that I have chosen to analyse is very distinct in its nature and involves the decision by the Welsh Rugby Union to move two PRO12 fixtures between the Dragons and Scarlets, and the Blues v Ospreys to the Millennium Stadium, Cardiff to host a back to back double header between the east and west regions which I was fortunate to attend. The match, advertised to the Welsh public as ‘Judgment Day’ took place on the 30th of March 2013 and was the first time that this spectacle has been attempted in Wales and looks set to be a regular occurrence for the next four years. The WRU stated that “The day will be themed and marketed by the Welsh Rugby Union and the four regions working in partnership along with RaboDirectPro12 to create a carnival atmosphere including a full spectrum of match day entertainment.” The exact attendance for the fixture was 36,174 which exceeded WRU’s projected attendance of 35,000 (WRU).
Part 1
Framework 1 - Bourgeon and Bouchet (2001)
The first framework that I have chosen to use for my analysis is the work of Bourgeon and Bouchet (2001) who proposed four types of consumer values which correspond to four consumer profiles. These profiles are presented in the table below:
Aesthete Profile
This type of spectator profile is described by Milena et al (2013) as a person who “takes pleasure in the aesthetic aspect of sport such as beauty, fair play, sporting excellence, and drama.” (p.100). These types of supporters tend to be possibly of an older generation who have seen and watched rugby for a number of years and have a great respect, knowledge and appreciation for the game. A report carried out by the RFU on spectators' perceptions and values identified that the average age for a rugby union supporter was 36(UK Sport). Thus drawing from this I feel that a large proportion of supporters at the Millennium Stadium fit in to this segment especially as rugby in Wales does
The specific sporting example that I have chosen to analyse is very distinct in its nature and involves the decision by the Welsh Rugby Union to move two PRO12 fixtures between the Dragons and Scarlets, and the Blues v Ospreys to the Millennium Stadium, Cardiff to host a back to back double header between the east and west regions which I was fortunate to attend. The match, advertised to the Welsh public as ‘Judgment Day’ took place on the 30th of March 2013 and was the first time that this spectacle has been attempted in Wales and looks set to be a regular occurrence for the next four years. The WRU stated that “The day will be themed and marketed by the Welsh Rugby Union and the four regions working in partnership along with RaboDirectPro12 to create a carnival atmosphere including a full spectrum of match day entertainment.” The exact attendance for the fixture was 36,174 which exceeded WRU’s projected attendance of 35,000 (WRU).
Part 1
Framework 1 - Bourgeon and Bouchet (2001)
The first framework that I have chosen to use for my analysis is the work of Bourgeon and Bouchet (2001) who proposed four types of consumer values which correspond to four consumer profiles. These profiles are presented in the table below:
Aesthete Profile
This type of spectator profile is described by Milena et al (2013) as a person who “takes pleasure in the aesthetic aspect of sport such as beauty, fair play, sporting excellence, and drama.” (p.100). These types of supporters tend to be possibly of an older generation who have seen and watched rugby for a number of years and have a great respect, knowledge and appreciation for the game. A report carried out by the RFU on spectators' perceptions and values identified that the average age for a rugby union supporter was 36(UK Sport). Thus drawing from this I feel that a large proportion of supporters at the Millennium Stadium fit in to this segment especially as rugby in Wales does