Winning is Not a StrategyA Game-Changing Approach to Driving Attendance
Attendance at sporting events is dropping. Following four consecutive seasons of declining attendance in college football, 2017 brought the lowest average attendance in 34 years. The problem isn’t isolated to college football though. Fewer fans are showing up to sporting events across all leagues at all levels. There are plenty of theories as to why this is happening but few have offered a solution to the problem. Unfortunately, despite evidence to the contrary, we continue to hear the claim that if teams will just win more, fans will show up. But as the data shows, winning teams aren’t immune to the problem of declining attendance.
Winning is Not a Strategy uses data to refute the claim that simply winning more games is the answer to athletics’ attendance issues. Further, this book looks at the science behind why sports marketing’s efforts are failing and provides insight into how the industry can adapt its approach to driving attendance.
Beyond just a theoretical look at sports marketing, Winning is Not a Strategy also provides tangible steps the reader can take immediately to drive attendance to their sporting events.
Winning is Not a Strategy Podcast
If you work in sports in any league on any level and are charged with driving attendance, selling tickets or increasing fan engagement, check out the Winning is Not a Strategy podcast. It features interviews with the nation’s top athletics administrators and tackles a number of topics relevant to sports business professionals. Listen now on Apple Podcasts or Spotify.
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