Marketing analysis of JJK Jyväskylä, a first division football club in Finland

2010

ABSTRACT Master’s Thesis, 78 pages, 3 appendices Sport Marketing 2010 This empirical case study investigated a First Division semi-professional football club in Finland and tried to explore interrelationships between factors that affect the marketing activities of the club. Previous research shows controversial results about how the on-field performance of a team, attendance and marketing opportunities are interconnected, which underpins the relevance of the present work. In addition, emphasis was also put on ascertaining the antecedents and level of fan satisfaction and identification towards the team, as well as discovering the relationship between them. Furthermore, the research was aime…