Bibliographic details and abstracts are available to all. Downloads of full-text dissertations are restricted to University of Portsmouth members who must login. MPhils may be accessed by all.

Abstract

The practice of marketing has long been recognised as a vital factor in the success of any football club, particularly in the modern day, since digital marketing has become prominent within football. This study aims to develop a greater understanding and knowledge on what digital marketing techniques football clubs are currently using in order to engage with their fans. Using a case study approach, the research focused on the techniques that Portsmouth Football Club were using in particular. An in-depth insight into these techniques was analysed and discussed, with a particular focus on social media campaigns and platforms. Portsmouth use their social media platforms such as Twitter and Facebook in order to communicate and engage with their fans. Fans appear to interact with these social media campaigns, due to benefits that they can receive by doing so, such as entering competitions. The findings and recommendations of this study create a platform for further research and investigation into this topic. Future recommendations for Portsmouth Football Club are to closely follow and research the digital marketing strategies that are currently being used by other English football teams, in order to track the interaction and success of these. It is concluded that this research has benefited theory in furthering the knowledge and understanding of digital marketing within football clubs.

Course: Digital Media - BSc (Hons) - C1515

Date Deposited: 2019-11-21

URI/permalink: https://library.port.ac.uk/dissert/dis13455.html