Sport marketing and Facility Management: From Stadiums to customer-based multipurpose Leisure Centers

In this chapter we discuss a market research technique managers may use to support decision making processes concerning the transformation of football stadiums into multipurpose recreational facilities. First of all, we briefly introduce the most peculiar aspects about sport marketing and elaborate an interpretative model of brand equity for a sports club. We then analyze strategies and processes of marketing management aimed at achieving and increasing customer equity. In doing this, we point out some trends in the football business and their consequences for clubs, especially in terms of implications for marketing strategies and activities. More specifically, we analyze the prospects of transforming stadiums into multipurpose leisure centers which provide a wide range of services. To do this, we assess the preferences of prospective users of such centers, in comparison with alternatives and other offers, by doing an empirical research based on conjoint analysis.