| Přispěvatelé: |
Bevan-Dye, A.L., De Klerk, N., 12426156 - Bevan-Dye, Ayesha Lian (Supervisor), 20239823 - De Klerk, Natasha (Supervisor) |
| Popis: |
PhD (Marketing Management) - North-West University, Vaal Triangle Campus, 2016. In South Africa, the three sports that enjoy the most popularity in terms of spectatorship support are rugby, cricket and soccer, with local soccer being mainly supported by black South Africans, a population group who in 2015 made up approximately 80.5 percent of the population. The South African Premier Soccer League (PSL), first established in the 1996/1997 season, is the country‟s top soccer league and is widely acknowledged for playing a significant role in improving the standard of local club soccer through attracting greater media exposure and funding from sponsors. In terms of revenue, the PSL is mostly dependent upon broadcast deals and sponsorships from major businesses in South Africa, including financial service providers and cellular service providers, for its survival and success. The League‟s ability to attract such lucrative deals is significantly influenced by the extent to which the clubs in the League manage to attract and maintain a passionate and loyal fan base. The concept of branding is essential to professional sport teams as it contributes to achieving a sport team‟s long-term objectives, which is to increase team brand loyalty and, thereby, attract more or better sponsorship deals. The continued survival of South Africa‟s PSL teams is reliant on their ability to attract and retain the support of today‟s youth – currently labelled Generation Y – particularly African Generation Y members (hereafter referred to as black Generation Y). Generation Y encompasses individuals born between 1986 and 2005. In 2015, members of the Generation Y cohort made up an estimated 38 percent of South Africa‟s population, with members of the black Generation Y cohort accounting for 84 percent of the country‟s Generation Y cohort and 32 percent of the country‟s total population of approximately 54 956 920 people. PSL team marketers are likely to be particularly interested in the university student members of this race and age group because a tertiary education is Doctoral |
