Offer exclusivity

With the goal of filling seats in mind, sporting events will have to start walking a fine line of providing exclusive events and experiences to their guests (Dimensional Innovations) Offer exclusivity means that it is offered to a small ‘privileged’ group and that it makes them give a prestige value or feel special. For example, A VIP pass could re-frame this in terms of exclusivity (Deloitte). A very important person, or VIP, is one who is accorded special membership. Fast-forward to the 21st century and VIP status is appearing in many commercial service offerings, for which consumers can pay for the privilege for VIP membership (Fombelle).

Stadium and football clubs invite consumers to pay a premium to receive exclusive VIP group membership. These VIP offerings not only offer consumers access to new experiences, but also provide a sizeable profit for firms (Koba). Having a VIP  status often hold significant influence within an institution (Jones); therefore, it is becoming increasingly common to recognize and honour their status through granting them privileges. VIP experiences hold a number of attributes that previous research suggested denote prestige (Jones & Moital). According to Fitzsimmons, the creation of value through memorable experiences requires that these unfold over time. In the context of prestigious sports events, participants acknowledged that memorability starts well before the actual event and continues after the event (Vigneron).  

Case studies

Live match cases
  • Higgs
  • VOGO
  • Syncy
  • Super Live center
  • Hawk-Eye
Fan TV/ Chat cases
  • Nmodes
  • EyeCandyLab
  • Live Arena
  • Live Tube
  • SciSports
Venue cases
  • AVEX
  • Foot Analytics
  • WizzyMaps
  • Bitz
  • Ixpole
  • Oveit FacePay
Capture cases

Literature

Arkenberg

Arkenberg, Chris, Pete Giorgio and Chad Deweese (Deloitte). Redesigning stadiums for a better fan experience. Putting sports fans at the center of smart stadium transformation. 2019. https://www2.deloitte.com/us/en/insights/industry/telecommunications/in-stadium-fan-experience.html

Dimensional Innovations

Dimensional Innovations. Reinventing the sports experience sports + fan experience trends 2017 analysis & 2018 forecast. 2018. https://dimin.com/wp-content/uploads/2016/11/DI_2018-TrendsInSports_02-2018.pdf

Fombelle

Fombelle PW, Sirianni NJ, Goldstein NJ, Cialdini RB. Let them all eat cake: Providing VIP services without the cost of exclusion for non-VIP customers Journal of Business Research. 68: 1987-1996. https://www.sciencedirect.com/science/article/pii/S0148296315000326

Jones

Jones, Kayleigh, and Miguel Moital. “Techniques employed to create event prestige value for corporate VIPs: the VIP Framework.” European Journal of Tourism, Hospitality and Recreation 8.2 (2017): 117-129.

Koba

Koba, M. (2012). Luxury suites rule in professional sports revenue. USA Today, 2/4/2012. https://www.cnbc.com/id/45960973

Moital

Moital, Miguel, A. Bain, and H. Thomas. “Summary of cognitive, affective and behavioural outcomes of consuming prestigious sports events.” Sport Management Review 22.5 (2019): 652-666.

Vigneron

Vigneron, F., & Johnson, L. W. (1999). A Review and a Conceptual Framework of Prestige-Seeking Consumer Behaviour. Academy of Marketing Science Review, 1(1), 1-15

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