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Fan Engagement E Leve Di Marketing Nel Calcio Professionistico. Il Caso Borussia Dortmund

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Fan Engagement E Leve Di Marketing Nel Calcio Professionistico. Il Caso Borussia Dortmund Corso di Laurea Magistrale in Economia e gestione delle aziende Ordinamento ex D.M. 270/2004 Tesi di Laurea Fan engagement e leve di marketing nel calcio professionistico. Il caso Borussia Dortmund. Relatore Ch. Prof. Tiziano Vescovi Correlatore Ch. Prof. Agostino Cortesi Laureando Andrea Dragone Matricola 840347 Anno Accademico 2016/2017 INDICE Introduzione ................................................................................................................................................................... 5 1 Alle radici del fan engagement: il concetto di engagement nella letteratura accademica ........... 7 1.1 Engagement nella letteratura accademica ........................................................................................ 8 1.2 Da employee engagement a customer engagement ................................................................... 11 1.3 Customer engagement ......................................................................................................................... 13 2 Fan engagement nello sport marketing .................................................................................................... 25 2.1 Sport consumption, sport consumer, sport fan ............................................................................. 26 2.1.1 Il consumo di sport e l’articolazione della domanda di sport ........................................... 26 2.1.2 Il consumatore come fan, il fan come consumatore ........................................................... 30 2.1.3 Sport fan, sport spectator ........................................................................................................... 32 2.2 L’engagement nel contesto sportivo: fan engagement .............................................................. 38 2.2.1 Definire il fan engagement: fra professionisti e accademici ............................................. 39 2.2.2 Le radici teoriche del fan engagement .................................................................................... 41 2.2.2.1 La dimensione comportamentale: fan engagement e fan behaviours ..................... 41 2.2.2.2 La dimensione psicologica: fan engagement e psychological connections ............. 47 2.2.2.3 La dimensione emozionale: fan engagement e sport fan emotions ......................... 56 2.2.2.4 La dimensione relazionale: fan engagement e relationship marketing .................... 66 2.2.2.5 La dimensione esperienziale: fan engagement ed experiential marketing ............. 75 3 Le leve di marketing nel calcio professionistico ...................................................................................... 87 3.1 Trend emergenti e abitudini di consumo ......................................................................................... 87 3.1.1 Traditional versus digital media consumption ...................................................................... 88 3.1.2 Le conseguenze sul comportamento dei consumatori ...................................................... 90 3.1.3 L’impatto sul consumo di sport e sull’engagement dei tifosi: oltre la tradizionale articolazione della domanda ................................................................ 91 3.1.4 Le opportunità di marketing per i club .................................................................................... 94 3.2 Le leve di marketing per l’engagement della fan base ................................................................ 96 3.2.1 Brand e processo di branding .................................................................................................... 97 3.2.2 Merchandising ............................................................................................................................. 101 3.2.3 Ticketing ........................................................................................................................................ 104 3.2.4 Strumenti di fidelizzazione ...................................................................................................... 109 3.2.5 Fan e fan community ................................................................................................................. 112 3.2.6 Fan club ......................................................................................................................................... 114 3.2.7 Co-marketing ............................................................................................................................... 116 3.2.8 Eventi e Club Experience .......................................................................................................... 117 3.2.9 Giocatori e staff tecnico ............................................................................................................ 121 3.2.10 Stadio ............................................................................................................................................. 123 3.2.11 Canali di comunicazione tradizionali e digitali .................................................................... 129 3.2.12 Gamification ................................................................................................................................. 137 3.2.13 eSports ........................................................................................................................................... 139 3.2.14 Progetti Grassroots e Edutainment ...................................................................................... 143 3.2.15 Corporate social commitment e attività di CSR ................................................................. 146 3.2.16 Azionariato popolare, supporters trust e fan funding ..................................................... 148 3.3 Fan engagement e valore economico ............................................................................................ 151 3.4 Gli output non economici del fan engagement in Europa ........................................................ 157 3.4.1 L'affluenza negli stadi: match attendance e load factor a confronto ......................... 157 3.4.2 La presenza sui social network .............................................................................................. 162 4 Il fan engagement al centro della strategia di marketing: il caso Borussia Dortmund ........... 169 4.1 Il circolo di business virtuoso della Bundesliga ........................................................................... 171 4.1.1 La crescita della Bundesliga .................................................................................................... 171 4.1.2 Governance dei campionati e dei club: regolamentazione e controllo, stabilità ed equilibrio economico-finanziario ..................................................................... 172 4.1.3 Investimenti, valorizzazione degli asset a disposizione dei club, sviluppo e formazione di giovani calciatori ......................................................................... 174 4.1.4 “Put the fans first”: fan engagement e glocal marketing strategy .............................. 176 4.2 Il Borussia Dortmund, “Die Schwarzgelben”: background storico-sportivo, assetto societario e profilo di gestione ............................................................................................. 180 2 4.2.1 Cenni storici: il percorso del Borussia Dortmund fra successi e difficoltà dentro e fuori dal campo .......................................................................................................... 181 4.2.2 La Corporate Governance attuale del Borussia Dortmund ............................................ 185 4.3 Le traiettorie strategiche e l’approccio al fan engagement del BVB 09 .............................. 190 4.3.1 Un’identità chiara, una personalità unica: il brand come “stella polare” della strategia di fan engagement ......................................................................................... 190 4.3.2 Una relazione diretta orientata al dialogo e che valorizza il ruolo dei fan ................. 194 4.3.3 “We-feeling”: creare, ampliare e coinvolgere la famiglia giallonera, radicare un forte legame con il territorio e costruire il senso di appartenenza ....... 200 4.3.4 I fan al centro dei servizi e dell’esperienza giallonera ...................................................... 204 4.3.5 SIGNAL IDUNA PARK: il cuore pulsante del club, l’epicentro del fan engagement del Borussia Dortmund ............................................................................................................. 209 4.3.6 I tifosi al centro delle scelte di investimento ...................................................................... 214 4.3.7 Lo stadio come centro di ricavo: diversificare le attività per massimizzare l’utilità 216 4.3.8 Fan first: costruire e rafforzare la relazione con la fan base attraverso una moderna multichannel digital experience ................................................................... 218 4.3.9 Un approccio glocal: espandere la fan base nel contesto internazionale .................. 230 4.3.10 Una rete di partner strategici per rafforzare il brand e l’engagement dei fan .......... 237 4.3.11 L’approccio al fan engagement del Borussia Dortmund ................................................. 237 4.4 La corporate strategy, i risultati ottenuti e il circolo di business virtuoso .......................... 238 Conclusioni ..............................................................................................................................................................
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