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Franchise relocation and sport introduction: a sports marketing case study of the Carolina Hurricanes’ fan adoption plan

Scott W. Kelley (Associate Professor of Marketing, School of Management, Gatton College of Business and Economics, University of Kentucky, Lexington, Kentucky, USA)
K. Douglas Hoffman (Associate Professor of Marketing, College of Business, Colorado State University, Fort Collins, Colorado, USA)
Sheila Carter (Marketing Manager, Carolina Hurricanes Hockey Club, Morrisville, North Carolina, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 December 1999

4564

Abstract

Franchise relocation and sport introduction are becoming commonplace in professional sports. However, many franchises have found that developing fan acceptance is often challenging. The fan adoption process is presented as a systematic framework that guides strategy development from creating fan awareness through adoption. An examination of the Carolina Hurricanes inaugural season (1997‐1998) provides a variety of examples of how marketing strategy evolves throughout the fan adoption process.

Keywords

Citation

Kelley, S.W., Hoffman, K.D. and Carter, S. (1999), "Franchise relocation and sport introduction: a sports marketing case study of the Carolina Hurricanes’ fan adoption plan", Journal of Services Marketing, Vol. 13 No. 6, pp. 469-480. https://doi.org/10.1108/08876049910298748

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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