David against Goliath: Diagnosis and Strategies for a Niche Sport to Develop a Sustainable Fan Community
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Title
David against Goliath: Diagnosis and Strategies for a Niche Sport to Develop a Sustainable Fan CommunityDate
2021-12-09Publisher
MDPIISSN
2071-1050Bibliographic citation
Sanahuja-Peris, G.; Agulló-Calatayud, V.; Blay-Arráez, R. David against Goliath: Diagnosis and Strategies for a Niche Sport to Develop a Sustainable Fan Community. Sustainability 2021, 13, 13594. https://doi.org/10.3390/su132413594Type
info:eu-repo/semantics/articleVersion
info:eu-repo/semantics/publishedVersionSubject
Abstract
Pilota, played using the hands, is a niche sport with origins dating back to Greco-Roman
times. In the Valencian region of Spain, an indigenous version of the sport is played with healthy
participation rates despite ... [+]
Pilota, played using the hands, is a niche sport with origins dating back to Greco-Roman
times. In the Valencian region of Spain, an indigenous version of the sport is played with healthy
participation rates despite having to compete with the major global sports. This study is aimed at
understanding the current situation of this sport in terms of knowledge, transmission channels, fan
experience and media consumption, as well as the brand strategy challenges it faces for building a
stable and sustainable fan community. The methodology consists of a combination of quantitative
and qualitative techniques. Nearly 1500questionnaires completed across three study universes, four
focus groups and 33 in-depth interviews with stakeholder representatives have served to check the
data obtained and discuss the challenges facing the sport in a process of dialogue. The main finding
lies in the management proposals that can be applied to most of the world’s surviving traditional
sports. On a theoretical level, the study presents an analysis of niche sports in Europe from the point
of view of branding and sustainability. [-]
Is part of
Sustainability 2021, 13(24), 13594Funder Name
the Professorial Chair of Valencian Pilota at the Universitat de València.
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info:eu-repo/semantics/openAccess
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