ABSTRACT
Wenner’s 1989 seminal book, Media, Sport, and Society, discusses the transactional value of sport, and invites examination between dominant and emerging paradigms. As marketing practices continuously develop, and the relationship between sport, media, and society increasingly intertwine, gaining interest and acceptance into academic communities, so too should the study of advertising and sport. Maturing from antiquated transactional paradigms, relationship marketing theory acknowledges the existence of a deeper relationship between organizations and consumers, which influences loyalty, increases sales, and decreases costs (Kim & Trail, 2011; Mullin, Hardy, & Sutton, 2007). Building relationships rests on an organization’s ability to segment audiences in ways
that transcend age, race, and gender through psychographics providing deeper insights. Understanding the antecedents and effects of fan identification theory relative to relationship marketing may provide key insights that could help organizations build a deeper relationship with fans. Advertising research in both relationship marketing and fan identity has been conducted, providing a substantial framework to advance theory and practice for sport and advertising.
