Analysis and Strategies for the Shanghai Sharks

Abstract

This essay is an analysis of the Shanghai Sharks from a sports marketing perspective. Including fandom, its potential challenges, branding, social identification, service quality perspective, and fan loyalty. First, the classification of fans. There are five main types of classification for the fans. With the fans being categorized, fan loyalty was the next thing to look at. With the PCT scale, there were different strategies proposed with the purpose of increasing different types of fanbase with different levels of psychological commitment. Furthermore, with the research done on social identification theory, it is important to recognize the importance of establishing a brand that can reflect positively on people. With that being said, it highlights the importance of the brand image. What’s challenging is that the franchise was currently involved in a fixed game scandal, and the study of the consumer-based brand equity illustrates the importance of the brand association, which the team is currently challenged with.