THE INCORPORATION OF DIGITAL MARKETING TOOLS IN FOOTBALL EVENTS MANAGEMENT

THE INCORPORATION OF DIGITAL MARKETING TOOLS IN FOOTBALL EVENTS MANAGEMENT

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ABSTRACT

Internet development plus other technological advancements has got the imagination and attention of sport supporters all over the world. There have been a lot of digital transformations in recent times. This includes digital marketing tools used for marketing in the sporting sector.  However, there is little and narrow experiential evidence to support the usage of digital marketing tools by sport organizations or clubs to strengthen their present way of offering services. The current study explores reasons related to flourishing sport sites with an aim of exploring the content of clubs’ websites plus finding out the level at which their content relates to marketing blend basics. More precisely, established on earlier researches regarding online marketing plus web-centered marketing for sports, the present work observes how top football clubs and organizations are using their sites. Researching on around 80% of approved websites, analysis of content showed that most top football clubs are oriented by product exploiting classifications like the history of the club, photographs and the news of the club. Furthermore, this work emphasizes on the necessity of online transactions plus extra interactive attributes to boost interest of the users as well as commitment.

Other research is to determine whether digital marketing tools like search engine optimization and social media have impacted football clubs positively by increasing their revenue and boosting fan loyalty. Then, is to find out if digital marketing has improved sports sector or have brought controversy and boredom to fans. This should go in line with finding out the most used digital tools used for marketing in sports and how many sports club have incorporated such tools in their marketing. Lastly is determining whether these tools have resulted to revenue increase in overall and cost reduction in sport marketing at large. A literature review is also done. This is done in order to gain an in-depth understanding of the theoretical work which at present exists in the research topic. This means: Gathering sources such as books and other articles like journal then picking out the most applicable ones. Next is evaluating as well as analyzing every source critically. Lastly is drawing relations between them such as themes, outlines, conflicts and gaps. This is done in order to come up with an overall point. This chapter is not all about just summarizing existing work on digital marketing in football event management, but constructs a coherent structure as well as an argument which leads to a strong justification or basis for why the research. An example is aiming to illustrate how the research: Tackles the literature gap, how it addresses what the current literature miss to talk about in common when it comes to digital marketing in football events. How it takes a new methodological or theoretical style to the digital marketing topic. How it suggests an answer to an unanswered problem when it comes to football event management and digital marketing. How through it a theoretical debate is advanced and how it builds on as well as strengthening existing facts with new information on digital marketing incorporation in football events.

CHAPTER 1

INTRODUCTION

The way athletes and fans participate, discover as well as sharing their love for sporting activities has been transformed by digital technology. The capability of reaching out to an extensive range of fans at the same time is what is common between sports and digital media. Digital Marketing is an expression that comprises of all modern advertising or marketing methods utilized online. For instance there is the online social networking, platforms for blogging, search engines optimization like search my business on Google, pay-per-click management, Presence, video marketing, content marketing, in addition to app production and website banners. So when it comes to sports industry, digital marketing becomes truly wide. You will often see companies as well as retailers presenting sports-related merchandises for example customizable football jerseys, and suppliers who also depend on digital Marketing as a fundamental driver for the success of the enterprise.

Improvements in technology in recent times have an instantaneous influence how managers of sport implement important marketing undertakings. Internet advancement has directly backed the development of activities related to marketing, creating both practitioner and academic interest. There are several tools for digital marketing. They include Google analytics, search engine optimization and blogging, social media, email automation, content cu ration and visual designs. The massive success of sports leagues like English premier league is one of the key motives for the rapid development of sports in every country. Considering its success, many ventures are at the moment viewing sports as a prospective to expand their brands plus with the inception of digital media and technology, marketers are thinking of using digital marketing in the sports sector. With billions of people using internet all over the globe, the digital marketing future in the sports sector certainly looks striking.

Back ground

The overall sports sector is approximated to value around $488 billion as of 2018. There are several sporting events for example major football leagues like the English premier league, Major soccer league and the German bundesliga.  So in recent times a new sports identity has emerged. Many countries are gradually turning from a country of a single sport to one with multiple sports. Sports like rugby, hockey, Boxing and others have also been given some weight, alongside cricket. According to economic statistics, the sports sector in each country provides occupation to around 100,000 individuals and it is projected to create more job opportunities in the coming years. So it can be observed that the Sports sector globally is developing progressively plus the lasting growth forecasts looks promising.

According to Shank (2002), improvements in technology in recent times have an instantaneous influence how managers of sport implement important marketing undertakings. Internet advancement has directly backed the development of activities related to marketing, creating both practitioner and academic interest. There are several tools for digital marketing. They include Google analytics, search engine optimization and blogging, social media, email automation, content cu ration and visual designs. The massive success of sports leagues like English premier league is one of the key motives for the rapid development of sports in every country. Considering its success, many ventures are at the moment viewing sports as a prospective to expand their brands plus with the inception of digital media and technology, marketers are thinking of using digital marketing in the sports sector. With billions of people using internet all over the globe, the digital marketing future in the sports sector certainly looks striking.

Marketing digitally makes use of various digital channels to link fans and advertisers. Online media is more and more becoming the succeeding screen after old-fashioned transmission in the course of live events. From the discussions above, both sports and digital media are able to attract a big number of fans at the same time. Therefore, digital advertising campaigns for sports are currently getting a lot of support as well as influencing the sports sector in several ways argued further down.

How digital media influences sports sector

The extent of attractiveness of sport club website derives mainly from the dedication and concernment of sports fans who strive for satisfaction of their regular information wants. The newspapers, television, radio as well as magazines have been usually providing such information (Murphy 2001). According to Moses (1997) the internet improves the experience of sport by providing a lot of information related to the sports club, for example matches and outcomes, information about squad, statistics of the current players, tickets and many more. It also includes several interactive experiences. Websites for sports are able to develop a broad audience related to sport, especially where its ability to develop exclusive, significant, and shared content might be exploited to entice as well as involve substantial and focused audiences or fans. In agreement with studies related to online sport, advertising activities expended on sites for sports will exceed £3.65 billion yearly. Online content for sport has advanced into an evolving market, where sport sites are changing into a perfect means for the distinctive sports supporters. An opportunity for comprehensive information as well as content search is provided (Carlson et al., 2001). Today, sport sites offer wide-ranging data to online guests, as well as establishing a shared mean of communication with the guests (Deply and Caskey 1999). Characteristics mentioned above perform the role of providing inside information which further enhances the relationship between the fans and the club.  Sites offer the sports club the opening to create relationships that are strong with their supporters. This has been possible in the offline world conferring to Winer (2001). However, there is narrow experiential proof concentrating on web-centered sports advertising (Beechand and Tapp 2000). Conferring to Carlson, Rosenberger and Paynter (2003) the sport industry has been progressively developing.

How sporting clubs construct their websites

Carlson, Rosenberger and Muthaly (2003) have also argued that currently, less is known regarding the manner in which proficient clubs of sport are constructing their websites. Huizingh (2000) said those sports clubs are using the Internet to network or interact more successfully with their fans. Beech et al (2000) proposed that there are some considerations stated and ought to be acknowledged to determine if the essential stipulations for constructing a working website are adhered to. Much of the prevailing writings concentrate on running of websites so as to generate revenue (Forrest and Pope 1997). Internet can be utilized to be as a promoting tool for marketing (Johns 1997). This is in contrary to its known role of intensifying and developing the services offered by proficient sports clubs. Present studies centered on preceding research and theories are aimed to contribute more to the comprehension of the optimal content of sport sites. Present research objectives are; to define the content of information of the football or other sporting clubs Websites. To determine how the content above relates to the essentials of the marketing blend. The rest of this study is classified as follows. Section to follow is the review of literature. It gives a summary of work related to the study. Some of the work has proved to be very significant on this study. Next is the methodology and core principles employed in the research. The methodology is followed by results together with their examination and analysis. Appendices conclude then conclude the study.

Study justification

Surely technological know-hows are important in today’s world. This applies to every workplace and profession. This includes sports event managers. Little experimental research has been conducted in some areas regarding the use of digital marketing tools in sports management and their benefits. First is that less research has been conducted in the less leagues and clubs. Most research only focus on top leagues which cannot give the needed reliable information regarding digital tools for sports marketing. Secondly not sufficient research has been done on other marketing tools like search engines. Existing studies only focused on social media and club websites. There is also need to know if indeed digital marketing has resulted to fan loyalty and more revenue generation.  So this research will be deigned in a way which shall address these areas.

Problem statement

The problem statement is; Incorporation of digital marketing tools in football events management has improved the field of sports through increase in revenue and developing fan loyalty. This revenue has increased due to massive sale of tickets to watch live matches and purchase of club merchandise like jerseys and other customized outfits. Fan loyalty has developed through creation of sites with interactive content which keeps them engaged and busy.

Purpose of the study

The study aims at concluding to whether the incorporation of digital marketing tools in football events management has improved the field of sports through increase in revenue and developing fan loyalty

Questions of the study research

Research question – has the incorporation of digital marketing tools in football events management has improved the field of sports through increase in revenue and developing fan loyalty?

Sub questions – how is digital marketing related to more revenue generation

– What are the mostly used digital marketing tools?

– Are the current tools generating more revenue?

– Is there more fan satisfaction with the current tools?

– Has loyalty in fans increased?

– Has the use of digital marketing tools lowered the cost of marketing football events?

-Have digital marketing tools increased revenues received from football events?

-Which are the various digital marketing tools used in football event management?

-Has the use of digital marketing tools lowered the cost of marketing football events?

– Have digital marketing tools improved the field of sports or brought controversy and boredom among the fans?

Significance of the study

The study will aim at; determining what are the common used digital marketing tools used in sports event management. The relationship between the tools used for sports marketing and the effects on income of the clubs. The study will also address whether fan loyalty has developed due to use of the tools. Cost reduction by use of such tools will be as well another thing which shall be addressed by the end of the research. In conclusion, by overall this study shall be in a position to answer the main research question above as well as other questions listed there in the research questions part.

Terms definition

Some terms used in the study are:

Marketing – this is an attempt to publicize the brand or sports club

Questionnaire – is a feedback form designed by the researcher with some questions to be filled by the intended person

Technology – is the application of scientific knowledge for uses which are practical

Study limitations

According to Fraenkel and Wallen (2003) they suggested that limitations as are traits of the research which the person doing the research is aware that they may affect the generalizability of the obtained results, however he has no control over them.  Some of the limitations are; not getting honest responses, not covering all questions in a clear manner and easy to understand and if questionnaires are used, some may not be fully completed.

Other chapter’s overview

The rest of this study is classified as follows. Section to follow is the review of literature. It gives a summary of work related to the study. Some of the work has proved to be very significant on this study. Next is the methodology and core principles employed in the research. The methodology is followed by results together with their examination and analysis. Appendices conclude then conclude the study.

CHAPTER 2

LITERATURE REVIEW

Analysis of literature associated with football event management and digital marketing with the marketing tools is done in this chapter. This is done in order to gain an in-depth understanding of the theoretical work which at present exists in the research topic. This means: Gathering sources such as books and other articles like journal then picking out the most applicable ones. Next is evaluating as well as analyzing every source critically. Lastly is drawing relations between them such as themes, outlines, conflicts and gaps. This is done in order to come up with an overall point.

This chapter is not all about just summarizing existing work on digital marketing in football event management, but constructs a coherent structure as well as an argument which leads to a strong justification or basis for why the research. An example is aiming to illustrate how the research: Tackles the literature gap, how it addresses what the current literature miss to talk about in common when it comes to digital marketing in football events. How it takes a new methodological or theoretical style to the digital marketing topic. How it suggests an answer to an unanswered problem when it comes to football event management and digital marketing. How through it a theoretical debate is advanced and how it builds on as well as strengthening existing facts with new information on digital marketing incorporation in football events. The review of literature shall become the foundation or basis for a theoretic framework, in which key theories are defined and analyzed, models and concepts that frame my research. So in this segment I can respond to descriptive research questions concerning the connection between variables or concepts.

The Internet has revolutionized effectively the sporting sector in the entire world, giving a number of effective tactical and strategic tools to sporting organizations as well as clubs. This in turn reaps many substantial benefits through enhancing and developing the relationships with their fans or supporters. Knowing their latent value in reduction of costs, as far as management of sports fan relationship is concerned, digital networks have been incorporated by several sport establishments and clubs for their marketing drives (Ganesan2009). The development of Internet know-how has rationalized the sporting area through the development and expansion of many applications and websites related to sporting activities (Wang and Qualls, 2007). Using of internet has facilitated the interaction between sporting clubs and their supporters. This is because it offers an operative means by which fans obtain detailed in addition to precise information or facts regarding their much loved club. This in turn might improve sale of tickets and intentions of purchasing sporting merchandise from their online stores (Bonson and Flores 2011). In recent times there has been a development of a contemporary tendency within the proficient sports sector universally, because it converts from the unprofessional club-centered style into a skillfully controlled model of business (Quick and Westerbeek 1998). The sports sector, in extra detail has exceeded its unprofessional borders changing into a complex and a very competitive undertaking or venture.

The introduction of modern technology and expertise as well as unconventional provision configurations, like digital technology plus the internet has presented the content suppliers with the chance to vastly network with the market of sporting activities. The advanced provision structures mentioned above have offered an opening to sport establishments and clubs to deliver services in a more improved way. This is by conveying sports content which responds positively with interests of fans in the sport. In addition, modern technology has created new encouraging revenue sources and venture opportunities for sporting organizations. This includes electronic commerce (Rosenberger, Carlson and Muthaly 2003). Hence, the perfect match between sport sector and web. This backs to the application of an effective internet-centered promotion and marketing strategy, as their matching customer base has demographics comparable with a superfluity of information created by a sport organization or club. Such information may be accumulated and stored on the website (Brown 1998).

The internet improves the experience of sport through comprehensive information service, information related to stadium and experiences which is interactive (Moses 1997). Such availability of information enhances insider knowledge as well as improving the connection between the supporters and the club, which similarly accelerates the interaction with supporter associations (Cothrel and Williams 2000). This might have a significant influence on the club’s potential market (Ramaswamy and Prahalad 2000), for instance through viral marketing which can be termed as virtual word of mouth. Organizations for sporting have the capability of creating substantial content of information as well as inaugurating communication with their fans through collaborative features and allowing interaction between fans. The availability of information plus interaction accessibility is important for the creation of cybernetic communities (Caskey and Deply 1999). The establishment of new virtual communities of value, or managing the current ones optimally enables sport clubs to meaningfully increase their success chances in this period of online-business (Cothrel and Wlliams 2000).

Knowing that currently there are several media alternatives such as television system subscription, radio and internet accessible by sports supporter consumer, the organizations have to initiate an important affiliation marketing tactic to support one-to-one promotion. Sports content which is interactive possesses the ability to nurture long-lasting relationships, which reinforces the connection between supporters and a sports clubs (Kahle & Meeske 1999). Such interactive content offers supporters an opportunity to plunge their wants within the internet. This content also has the ability to improve identification of a supporter with the sport club, hence escalating loyalty of a fan to the club (Carlson 2002). Conferring to studies by Beech (2000), it does not matter whether the club is not performing well; the application of their website so as to streamline interaction of fans and their devotion ought to be introduced. Additionally, Deply and Caskey (1999) suggested that extra revenue sources may as well come by means of the advertisements, members’ subscriptions, merchandise selling in addition to accessibility of internet gaming plus other extra interactive features. Sport organization’s webpage must be operational and useful. It is seen as an instrument which generates value as it enhances the overall sport experience, therefore increasing loyalty of fans as well as improving relationships of the supporters. The website may be a great instrument in gaining such publicizing advantages (Teo 2000). This call for the construction of framework for evaluating sport websites and importance of the presence of a sport club on the internet as it will be a vital part of a sport club’s marketing approach.

In order address the research questions, in this review I shall begin with reviewing and examining current literature on what is digital marketing, the digital marketing tools used, sports marketing football event management and then lastly incorporation of digital marketing tools in football event management. This shall include a discussion on what the literatures have in common, how they conflict and the gap in them that is what they don’t address and need to be addressed. The main research question is about whether digital marketing tools improved have the field of sports or brought controversy and boredom among the fans. To address it, it needs an understanding and a thorough review of the existing literature associated with the key areas mentioned above. Then from there a gap can be identified followed by a research to address it. The amount of literature to review was huge. This shows that many studies have been conducted others being done as of now on the incorporation of digital marketing tools in football event management.

Digital marketing

Digital marketing is the use of the internet or mobile device or social media platforms or search engines and other channels to reach customers. Some marketing experts consider digital marketing to be an entirely a new endeavour that requires new ways of approaching customers and new ways of understanding how consumers behave compared to traditional marketing. Digital marketing targets a specific segment of the consumers base and is interactive. Digital marketing is on the rise and it includes; email ads, ads and promoted tweets. It can be seen as anything that involves marketing with customer feedback or a two way interaction between sport club and fans. Internet marketing differs from digital marketing because internet marketing sorely depends on internet whereas digital marketing can take place through mobile devices thorough a sub way platform in a video game or via a smartphone application. In digital marketing advertisers are commonly referred as sources while the members of the targeted ads are commonly known as the receivers or customers.  There are different digital marketing channels that include the following; key perfomance indicators, pay per click, content marketing, email marketing and social media marketing. Digital marketing is not easy as it may seem. It also has its own challenges and struggles during the process of marketing the products. It faces many challenges also.

Digital marketing tools

Use of social media

Research by experts has shown that around 80% of fans, though viewing sports on TV, they do also go to social media platforms at the same time. Then 62% have habit of checking social media whereas at the stadium watching a match. What sports club is doing is that they are generating inventive ways to engross sports fans. Many of the sports clubs are observed to be using Facebook and Twitter to advertise themselves. The gap between an ordinary sports fan plus his want to watch the match that he is not able to watch live, perhaps because of financial or topography limitations has been filled by social media. Live updates, selective content, contests, exclusive content and advertising of events have made this possible. Subsequently, it may result to huge site traffic and it can be used to advertise merchandises. So through this way is how marketing of sports through social media might be accomplished.

Blogging

This might be a good way by which teams and clubs can reveal their social side by permitting fans and supporters to inscribe about their activities. Certain bloggers can also be engaged, who are similarly fans of sport. They share the up-to-date activities of the team or club. Then they will get it available to their public followers. This will gather extra online attention plus helping in the advertising of the club.

Sport optimization of search Engine

Search Engine Optimization (SEO) can assist significantly to promote publicity as well as generating extra online traffic to sites. So through this the SEOs gains reputation in digital marketing sports campaigns. SEOs might similarly be employed to develop ranks in results pages of the search engines.

Brand management

Management of search lists with the aim of only constructive lists pop up in results of searches, is among the attributes of management of brand. This might work soundly for every sports brand or club which is attempting to construct a good online reputation.

Video and Content Marketing

Such marketing form is employed to shape brand consciousness, raise traffic on sites plus keeping fans, supporters, and prospective customers involved and busy. A perfect illustration is ESPN YouTube network. The channel is known for keeping their supporters informed with appropriate, exceptional and attractive content. It should also be remembered that for an online marketing approach to attain achievement in the sports sector, emphasis ought to be on the following three things:

1. Content and technology innovation

It should be noted that when using the technology power or content to stretch out to the supporters, invention is the important. A major illustration of innovation of technology was observed in that season of the Indian Super League when its Twitter cover was automatically updated with a score change. In the English Premier League we see innovation where they have created a site known as Fantasy Premier League. Here fans can create a team of their own and manage it on a weekly basis. Fans are awarded according to their points score. Winners are awarded weekly and end season winners are awarded tickets to watch live matches of their loved club.

1. Being data-driven

Digital platforms usage creates a huge amount of user data that can be made use of in making conversant decisions. Twisting one’s creativity, strategy and others is encouraged as by what each piece of data expresses to you then minus getting lost in the vast amount of information.

• Engaging on a real-time base

In sports sector for any given campaign to work ought to be instantaneous. Sport is all centered on the moment then for a club to be in a position to involve and link with their fans, it needs to be real-time. Even if it is club stats, live scores or user interactions, clubs must be able to navigate along with their end users or fans. For effective digital marketing campaigns, the social media tips above on the sporting sector are crucial. The utilization of strategies for digital marketing in the sports sector will yield many digital marketing jobs in the entire world.  Job positions such as managers for digital marketing in sports, sports directors and others can be filled up by applicants knowledgeable in sports administration as well as digital marketing.

Football event management

Football event management is the way how the event of a football match is run entirely by the management of the event. For a successful football event management one must put the following into consideration;

1. Determine the purpose of the football event; whether it is a friendly match, charity match, unity cup matches or a match to land a sponsorship from another firm for the team financial stability as well.
2. List out all moving parts during this match event; for example the referees, event t shirts, security and even the event announcers or announcer whichever suits. This helps the event run smoothly.
3. Prioritization in order to stay within the approximated budget. This helps avoid unnecessary expenses that are not even necessary during the event. So prioritize the needs from most need to least.
4. Book the event venue early enough. For a football event to be a success fans must be aware of the venue two to three days earlier about the venue. Avoid last minute rush as people may have other plans and not attend the event.
5. Work closely with the community for the success of the event. The community members are the fans of the club so be closely in touch with them for the football to be a success.
6. Get crafty to find sponsors for the football event. It is not possible for one to work out all the expenses by him alone. Help might be needed from somewhere and that is where sponsors come in. Cast a wide net to increase chances of a landing one.
7. Consult legal experts on matters on football event management for the success of the event. As much as one may think he is happy with the work he is doing, a little advise will be very helpful still.
8. Source as much volunteers as possible as it may not be possible to pay all the workers working throughout the event.
9. Insure your event to avoid losses. This helps when something is damaged during the event it can be covered by the insurance company.
10. Map it all out to show the people what is expected throughout the event or during the football match.

Putting it together can be a little tricky but as long you keep track of the tips for sports event management, with no doubt the event will be a success.

Sports marketing

Sports marketing use sports in any form to help sell goods and services throughout the world as many people watch sports all over the world. This marketing style is less about using single strategy and more about using the content of sports to assist marketing efforts. Since sports can be viewed almost all over the world and on variety of platforms, sports marketing can take different forms. Teams sell advertising space inside their stadiums to the marketers who want to purchase the billboards and other print ads while to the networks sell airtime during the events. Famous athletes also sign contracts to works as celebrity endorsers and give out their images for the purpose of marketing to the marketers. The biggest advantage of sports marketing is that it allows marketers to piggy back on the popularity and devotion of many fans towards their favourite teams and athletes. Revenue goes to the support team and the marketer is considered as a sponsor and invested in the team’s success. Major disadvantage of sports marketing is that the sports marketing industry is large and can be hard for a crowd that has come to watch the game get the messages as they are completely glued to the game. A fan watching a three hour match is exposed to several marketing messages and can easily be overlooked by the fans who are more into the game leading to loses. There are many sports marketing namely; carabao energy drink, Pepsi, ABSA bank and many more. Using sports to sell products comes with its rewards and challenges. Successful sports marketing campaign can linger in the minds of fans for a very long time while an effective one can a significant waste of time and resources. As any other marketing there are losses and profits in each of them so as in sports marketing also.

Theoretical framework

Marketing philosophers have developed a number of marketing theories that use a methodical approach to give details on attitudes and behaviors of sport fans. Sports use such information to direct their judgments on the best way to publicize the value of their services to fans. Digital marketing has challenges conferring to this, since its networks are quite new plus they are still developing. It’s required to relate these theories to digital marketing which recognize both its comparisons to customary and its variances. Generation theory suggests that fans born or raised in the same generation have similar attributes and wants. This is so because of the common experience shared. Other researches support this theory by arguing that people born in the digital generation cannot be compared to the ones born when there were no much digital advancements. To me this theory is so relevant to my study and it makes a lot of sense than other theories like game theory of digital marketing which statistically examines tactical interactions between the sports fans.

Conclusion

All through the literature review some important things were noted. One is that almost all the literature concentrates mostly research on sport websites and social media and ignoring other digital marketing tools. This is the gap which will be addressed in this study by having more research done on other digital tools like search engine optimization. Secondly almost all literature argued that these digital tools have led to increase in total revenue through massive sale of tickets to watch live matches and sale of club merchandise like jerseys and other customized outfits. Thirdly some argued that digital tools have brought a lot of controversy and have made some fans bored by the content in the websites and other digital platforms. In addition to that other literatures are of the view that these tools have led to reduction in boredom in club fans as the content in these tools provide them with enough information to keep them engaged and busy. This then in turn leads to fan loyalty hence more revenue.

CHAPTER 3

METHODOLOGY

Introduction

In this section the approach employed to get answers the study questions discussed in chapter one is described. There are around seven subdivisions presented in the chapter and they are: design of the research, selection of sample, arrangement, operating definitions, and development of scale, procedures for data collection, as well as procedures for analysis of data.

Research design

This can be termed as the overall plot of gathering data and analyzing it in order to answer the questions of research. This design is developed to look into the two problems identified in the literature review; less research has been done on other tools except for websites and social media pages. Most research has been conducted on top clubs ignoring the other clubs and leagues. There is also need to address the conflict between other literatures to whether these tools have led to a lot of controversies and boredom in fans.  This research shall comprise of seven steps; definition of problem as well as objectives, identify the target population the research, selection of the mode to use in collecting data, selecting the sample from the target population, instrument of collecting data preparation, preparation of materials and personnel to use in collecting data for example training of interviewers and cover questionnaire design then lastly is development of a plan to address non-responses.

Selection of sample

This is the selection of a number of individuals from the target population. They are selected in a manner which the individuals selected represent the whole target population. There are several sampling methods to use in this process. They include; simple sampling, random sampling, purposeful sampling, stratified sampling and two-stage sampling.  Some errors may be also experienced in the process for example sampling error and selection error.

In order to make the most of generalizability of the results, this study shall attempt to get a larger sample. The target population is less league clubs but which are well known and their respective fans. The reason for the less league clubs is because fewer studies have been done on them. Clubs will assist giving out information whether the tools have enabled them to realize more revenue or not. Fans will be helpful in giving information on whether such tools improve their loyalty or get them bored. Questionnaires and interviews are the modes of data collection to be employed in collecting the data. This is because such modes tend to give reliable and unbiased data as it was obtained directly from them. Other already existing data may be used but not as much as the ones collected from the above sources.

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