Index. authenticity, 33, 34, 63, 84, 97, 99, 122, 129, 132, 137, 146, 167, 168, 198, 215 avatars, 178, 185

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1 A adidas, 93, 97, 149, 180, 182 advocates, 3 AI, 229, Ali, Muhammad, 136, 144, 157 allegiant fans, 126 Arsenal, 49, 80, 81, 161 artificial intelligence, 166, 171, 179 Aston Villa, 1 Atlanta Falcons, 237 attachment, 27, 29, 32, 62, 80, 89, 90, 103, 105, 106, 116, 129, 131, 132, 151, 194, 224 augmentation, 193, 194, 198, 201 augmented experience(s), 17, 176, 178, 193 augmented reality, 7, 39, 165, 231 Australian Open, 64, 147, 207 Australian Rules football, 104 authenticity, 33, 34, 63, 84, 97, 99, 122, 129, 132, 137, 146, 167, 168, 198, 215 avatars, 178, 185 B basking in reflected glory, 131, 155 behavioural segmentation, 139 belonging, 4, 5, 9, 30, 33, 34, 43 5, 48, 70, 101, 104, 119, 121, 122, 128, 154, 168, 201, 208, 209, 224, 238 best sporting enterprises, 2, 4 big data, 169 Bolt, Usain, 4, 12, 181, 212, 213 bonding, 50, 94, 115, 122, 125 Boston Celtics, 28 Boston Red Sox, 12, 33 brand advocacy, 53, 71, 107, 208 The Author(s) 2017 A.C.T. Smith et al., Brand Fans, DOI /

2 242 brand advocates, 2, 29, 59, 63, 79, 82, 209 brand ambassadors, 46, 118, 156 brand authenticity, 33, 198 brand characteristics, 150 brand community(ies), 9, 48, 59, 67, 79 83, 89, 96, 101, 107, 129, 139, 227 brand equity, 10, 11, 15, 16, 49, 81, 171, 195, 204, 217, 224, 235 brand experience(s), 3, 26, 30, 38, 53, 57, 59 62, 116 brand fanaticism, 5 brand fans, 2, 17, 26 8, 30, 32, 42, 45, 48, 53, 58, 59, 62 5, 67, 71, 72, 76, 77, 79 82, 84, 126, 128, 152, 169, 193, 205, 206, 215, 224, 226, brand gluttons, 18 brand identity, 7, 13, 34 brand image, 7, 10, 32 4, 53, 138, 216 branding, 1 14, 17 19, 34, 37, 58, 62, 68, 69, 77, 79, 82, 84, 85, 92, 96, 97, 106, 110, , 121, 134, 142 6, 148, 151, 157 9, 162 5, 167, 168, 170 8, 180, 181, 183 8, 191 4, , 206, , , 219, 223 5, 228, 229, 231 5, branding model, 180 brand intensity, 17, 224 brand management, 27, 33 brand managers, 26, 29, 30, 59, 64 6, 71, 72, 74, 79, 80, 85, 105, 106, 117, 120, 130, 134, 136, 137, 139, 166, 185, 187, 194, 215, 218 brand proposition, 15, 16 brand relationships, 3 brand stories, 76, 78, 79, 82 brand value(s), 34, 111, 115, 162, 192 British Open, 145 business models, 84, 164, 226, 230, 235, 236 C camaraderie, 49, 73, 103, 104, 118, 121, 126, 147, 152, 153, 168 channels, 4, 14, 15, 17 Chicago Cubs, 41, 52 Chicago White Sox, 41, 68 Cleveland Cavaliers, 58, 72, 75, 157 Cleveland Indians, 42, 63, 64, 66 cloud, 228, 229, 232, 234 co-creation, 2, 4, 15, 26 8, 30, 38, 39, 45, 48, 50, 53, 57, 59, 60, 80, 84, 106, 116, 133 co-creative, 6 cognitive, 26, 120, 136, 231 collaborate, 47, 71, 107, 117, 227 collaboration, 16, 26, 27, 59, 63, 107, 151, 224, 226 collaborative, 27, 35, 48, 49, 79, 116, 129, 138, 195, 203 communication, 2 4, 8, 12, 16, 27, 58, 63, 72, 74, 84, 90, 107, 138, 140, 151, 168, 182, , 203, 206, 207, 212 communication channels, 2, 12 community(ies), 5, 16, 39, 48 51, 64, 67, 79 82, 89, 91,

3 , 104, 107, 111, 113, 122, 126, 130, 132, 139, 168, 170, 171, 194, 201, 204, 208, 224, 226 community hubs, 217 competitive advantage, 3 connections, 3 5, 9, 17 connectivity, 15, 27, 32, 35, 69, 70, 129, 163, 164, 176, 179, 185, 187, 188, 191, 197, 200, 211, 219, 224, 229, 239 consumer attachment, 29 consumer behaviour, 6 consumer communities, 84 consumer content, 74, 84, 159 consumer engagement, 54, 58, 185, 194, 198, 201, 216 consumer experience, 193, 200, 235 consumer-generated content, 17, 59, 163, 188, 224 consumer loyalty, 17, 126 consumer networks, 84, 209 consumption, 3, 5 9, 15, 17, 18, 26, 28, 29, 35, 37, 39, 41, 49, 65, 67, 80, 83, 95, 119, 129, 140, 141, 146, 148, 164, 172, 176 8, 182, 183, 191 3, , content creation, 59, 67, 72, 75, 168, 203 conversion process, 195 coopetition, 112, 115 crowdsource, 16 curation, 72, 167, 193 customer engagement, 2, 25, 64, 194, 234 customisation, 25, 165, 203, 204, 226, 232, 235, 238, 239 customised, 38, 44, 141, 165, 167, 169, 170, 172, 177, 178, 182, 187, 191 3, 197 9, 202, 213, 219, 227, 229, D Dallas Cowboys, 4, 9, 12, 62, 81, 144, 147, 150, dashboards, 172, 214 data, 38, 81, 104, 127, 128, 130, 134, 135, 139, 141, 159, 161 6, , 180 8, 217, 224, , 238 data analytics, 17 data convergence, 174, 188 data revolution, 159 Denver Broncos, 73, 97, 135 Detroit Pistons, 37, 67, 71 differentiate, 7 differentiating, 32, 194, 196 digital, 6, 15, 17 digital branding, 164 digital channels, 162, 237 digital destination, digital drive, 162, 187, 195, 197 digital enclosure, 162 digital engagement, 69 digital entanglement, 229 digital era, 187 digital marketing, 3 digital media, 58 digital mesh, digital platforms, 27, 35, 58, 107, 129, 186, 201, 219 digital stream, 165 digital sublime, 174 digital tools, 82, 169

4 244 distribution channels, 173, 238 dynamic, 27, 37, 47, 72, 106, 151, 162 5, 171, 172, 185, 192, 224, 226, 228, 230 dynamic data, 17, 162, 164, 171, 185 E electronic word-of-mouth (ewom), 66, 209 emerging technologies, 2 emotional, 4, 5, 8 10, 12, 19, 26, 28, 32, 41, 48, 53, 72, 73, 76, 78, 79, 90, 131, 136, 150, 153, 158, 183, 192 4, 218, 227, 228 emotional attachment, 5, 19 emotional intensity, 4, 19 empathy, 95, 100, 136 empowered, 80, 85, 137, 165 engaged, 6, 15, 16 engagement, 2, 11, 15, 18 19, 25, 27 31, 35 7, 44 46, 53, 54, 58, 59, 61, 63, 64, 69, 77 80, 106, 122, 130, 131, 137, 138, 158, 164, , 174, 182, 183, 185 7, 192 5, 198, 199, 201, 203, 204, 208, 209, 211, 212, 216, 217, 219, 224, 225, 227, 234, 235, 238, 239 English Premier League (EPL), 1, 11, 93, 126, 161, 202 enhanced experience, 32, 192, 193, 208, 215, 219 enhancement, 126, 154, 194 EPL. See English Premier League (EPL) ESPN, 14 F Facebook, 36, 37, 58, 67 9, 72, 78, 82, 100, 131, 138, 156, 163, 165, 169, 170, 173, 175, 186, 187, 198, 204, 205, 207, , 214, 215, 219 failing forward, fan, 1, 5, 16, 26, 28 33, 36 53, 59 70, 72 5, 77, 78, 80 3, 96, 99, 100, 103, 112, 118, , 133, 134, 136 7, 143, 147, 149, 150, 152, 153, 156, 158, 162, 166 8, 171, 173, 178, 181 5, 187, 192, 194, 198, 199, 208, 211, 214, 215, 218, 219, 235, 237, 238 fanatical, 6 fanaticism, 63, 119, 194 5, 224 fanatics, 5, 6, 26 fan communities, 16, 171 fandom, 1, 28, 115, 119, 133 fan zones, 29, 50, 60 FC Barcelon, 4, 9, 34, 46, 47, 69, 72, 92, 97, 99 FC Porto, 42 feedback, 30, 31, 65, 74, 83, 85, 104, 137, 173, 176, , 206 8, 218, 229, FIFA World Cup, 14, 99, 136, 149, 162, 208, 234 Flickr, 186, 204, 213 G gaming, 119, 165, 179, 234, 235 Gatorade, 66, 82 globalisation, 7 Golden State Warriors, 47, 51, 58

5 245 greatest sporting brands, 4, 11, 122, 148 greatest sport organisations, 2 Great sporting brands, 2, 71, 122, 139, 152 Green Bay Packers, 50, 60, 103 H hashtags, 73, 155, 211 Hawthorn Football Club, 136 I identification, 4, 5, 8, 9, 13, 16, 28 30, 33, 45, 48, 49, 63, 81, 103, 108, 126, 132, 135, 136, 158, 183, 192, 215, 217 identity, 28, 32, 34, 40, 48, 60, 62, 73, 77, 90, 91, 106, , 162, 163, 169, 171, 182 4, 194, 214, 215, 224, 225, 227 identity salience, 183 imagery, 32, 33, 121, 133, 149, 150, 168, 170, 176, 179, 182, 214, 230 incentives, 65, 148, 172, 202, 209 innovation, 30, 51, 52, 92, 94, 123, 132, 141, 155, 163, 175, 179 Instagram, 37, 38, 64, 67 9, 78, 169, 170, 173, 186, 209, 210, 212 integrated, 6 interaction, 25, 26, 35, 38, 39, 43, 50, 58, 64, 67, 68, 73, 74, 81, 103, 166, 173, 174, 181, 194, 201, 203, 208, 215, 224, 226, 227, 238 interactive, 25, 27, 66, 68, 80, 155, 164, 165, 167, 168, 175, 185, 193, 201, 205, 208, 212, 214, 231, 238 interactivity, 4, 172, 226 International Cricket Council, 109 internet of people, Internet of things, 228, 229, 232 J James, LeBron, 12 L learning algorithms, 171, 228, 232 Leicester City, 76, 120, 126, 153, 161 lesson(s), 2, 6, 11, 15, 16, 19, 27, 44, 53, 85, 90, 95, 100, 104 6, 108, 109, 112, 114, 116, 120, 127, 128, 142, 151, 154, 158, 164, 167, 171, 177, 180, 193, 195, 201, 206, 208, 214, 215, 224, 226, 228 licensing, 164, 188 lifelong commitment, 126, 159 lifelong fans, 15 lifelong loyalty, 2 lifetime value, 154 Liverpool Football Club, 81, 168 Los Angeles Kings, 39, 51 Louisville Slugger, 163 loyalty, 2, 4 7, 10, 12, 17 19, 26, 28, 29, 32, 35, 43, 49, 53, 61, 68, 71, 77, 81, 89, 107, 118, 125, 126, 128, 132, 137, 140, 143, 153, 158, , 192 4, 224 6, 235

6 246 M Madison Square Garden, 176 Major League Baseball (MLB), 14, 174 Major League Soccer (MLS), 112, 113, 156, 211 Manchester City, 43, 65, 75, 77, 161, 201, 202, 215 Manchester United, 9, 12, 25, 46, 77, 93 6, 99, 118, 156, 161, 182, 226 marketing strategy, 57, 83, 187 meaning, 27, 29, 57, 62, 76, 101, 103, 119, 194, 228 media, 3, 5, 10, 15, 26 9, 34 9, 42 6, 49, 51, 52, 64 70, 72 6, 78, 79, 81, 83, 84, 94, 99, 103, 106, 107, 110, , 117, 118, 131, 133, 137, 138, 148, 150, 151, 156, 157, 163, 164, 166 9, 172 4, 181, 185, 187, 191, 192, 197, 198, 202, , 218, 219, 225, 233, 236, 237 Melbourne Cricket Ground, 70 Melbourne Football Club, 89 Melbourne Storm, 129, 130 memorabilia, 52, 83, 185 merchandise, 26, 29, 30, 39, 41, 43, 49, 60, 62, 65, 67, 71, 74, 78, 90, 93, 101, 112, 125, 132, 141, 147, 164, 173, 195, 203, 210, 213, 214, 230, 236, 237 metrics, 7, 161, 172, 183 Miami Heat, 157 micro-blogging, 211 Milwaukee Brewers, 48 mobile, 17, 25, 31, 38, 39, 44, 47, 58, 69 70, 74, 75, 84, 164, 167, 169, 171, 176 8, 188, 192, 193, , 203, 208, 211, 214, 225, 234, 235, 237 mobile channels, 193 mobility, 92, 192, 225, 231 modular, 176 8, 188, 197, 198, 229 modularised, 177, 193, 197, 198 Montreal Canadiens, 41 motivation, 28, 29, 39, 53, 61, 62, 73, 131, 135, 152, 179 multi-faceted engagement, 219 N narratives, 73, 94, 108, 117, 143, 148, 157, 194, 209 National Association for Stock Car Auto Racing (NASCAR), 15, 31, 40, 83, 174, 199 National Basketball Association (NBA), 113, 132, 205 National Collegiate Athletic Association (NCAA), 172 National Football League (NFL), 37, 39 41, 52, 60, 61, 66, 68, 70, 73, 97, 98, , 121, 135, 144, 146, 147, 152, 162, 175, 184, 212, 223, 234, 237 National Hockey League (NHL), 13, 39, 60, 64, 65, 68, 77, 78, 98, 112, 113, 132, 198, 213 National Rugby League (NRL), 44 NBA. See National Basketball Association (NBA) networked consumers, 165 New England Patriots, 70, 73

7 247 New Jersey Devils, 60, 64, 66, 198 new media, 27, 58, 76, 126, 184, 186, 194, 202, 209, 235 New York Rangers, 175 New York Yankees, 9, 12, 33, 71, 76 New Zealand Rugby All Blacks, 9 NFL. See National Football League (NFL) NHL. See National Hockey League (NHL) Nike, 4, 9, 13, 25, 38, 93, 97, 120, , 180, 197, 216, 217 O Oakland Athletics, 127, 174 Olympic Games, 10, 14, 93, 94, 102, 108, 143, 146, 149, 150, 173, 207 online communities, 50 P Packer, Kerry, 94, 141 passion, 3, 4, 6, 15, 17, 27, 30, 34, 45, 46, 48, 60, 62, 63, 65, 73, 77, 101, 102, 122, 125, 129, 138, 139, 146, 150, 153, 157, 159, 184, 194, 205, 224, 232, 233 passionate, 2, 5, 6, 15, 17 passionate connections, 126 passionate partisans, 128, 131, 132, 134, 137, 158 permission branding, 193 personal identity, 5 personalisation, 25, 58, 226 personalised content, 17, 60, 178, 193, 200 Phoenix Suns, 65 Pinterest, 68, 213 Pittsburgh Penguins, 69 Pittsburgh Steelers, 50, 62 platforms, 27, 35, 36, 46, 50, 58, 64, 66 9, 72, 76, 78, 84, 94, 104, 107, 126, 129, 131, 132, 138, 141, 148, 154 6, 164, 165, 170, 173, 174, 185 7, 198, 199, 201, 203, , 213, 214, 219, 226, 229, 231, postmobile, 225 postmobile consumer, 18 Poznan, Lech, 118 primal, 101 product extensions, 195, 198 prosumer, 35, 165, 171, 174 prototyping, 17, 163, 180, 181, 198 psychological benefits, 73, 158 psychological bond, 19 Psychological Continuum Model, 29 psychological meaning, 16 pull branding, 202 pull strategy, 200 push strategy, 200 Q quality, 2, 10 R rapid prototyping, 181 Real Madrid, 9, 12, 36, 72, 92, 156, 192, 205, 226 real-time analytics, 173 real-time branding, 177

8 248 reciprocity, 152, 153, 159, 227 Reebok, 13 relationship(s), 5, 9, 10, 13, 25, 27, 41, 42, 44, 45, 48, 57, 59, 64, 66, 67, 82, 84, 100, 107, 125, 128, 129, 131, 140, 148, 153, 154, 169, 184, 192, 204, 206, 208, 209, 215, 226, 227, 234, 239 relationship management, 57, 125 retention, 81, 101, 141, 167, 171, 194 Ronaldo, Cristiano, 12, 72, 156, 205 Rossignol, RSS, 185 S St. Louis Cardinals, 83, 163 San Diego Padres, 42 San Francisco 49ers, 70, 150 San Francisco Giants, 68, 82 3, 128 satisfaction, 73, 101, 107, 112, 153, 194, 210 search engine management, 172 Seattle Mariners, 42 Seattle Seahawks, 40, 60, 152 segment, 31, 41, 47, 62, 107, 141, 177 segmentation, , 172, 174, 177, 203, 228 self-esteem, 29, 73, 103, 119, 122, 136 smart devices, 164, 174, 193, 199, 226, 233, 235 smart machines, 234 smart phones, 31, 37, 70, 164, 176, 191, 199, 208 Snapchat, 36, 37, 68, 210 social acceptance, 128, 224 social anchors, 217 social connections, 84 social curation, 18 social hub, 18, 72 social identity theory, 120 social marketing, 193, 215 social media, 3, 7, 30, 31, 35 8, 42, 43, 46, 48, 52, 58, 63 9, 72 6, 78, 80, 82, 83, 103, 107, 118, 129, 131, 133, 144, 148, 153, 156, 162 4, , , 187, 188, 198, 199, 203 6, , 218, 223, 232 5, 237 social media strategy, 205 social networking, 67, 80, 199, 203, 208, 209 social presence, 64, 193 social responsibility, 193, 216, 217 sponsor, 47, 66, 102, 146, 151, 195, 207, 237 sponsorships, 92, 97, 149 sport branding, 11 sport entertainment, 39, 42, 52, 53, 115, 120, 158, 179 sports broadcasting, 177 Spring Racing Carnival (SRC), 105 stakeholders, 26, 27, 36, 48, 51, 53, 133, 135, 137, 187, 213 Stanley Cup, 41 Super Bowl, 14, 39, 60, 62, 98, 135, 144, 173, 208, 234 superdata, 17 sustainability, 117, 215, 217, 218 Sydney Swans, 90 symbol, 7 symbolic, 4, 8, 9, 29, 32, 33, 90, 100, 117, 119, 155, 181, 209, 223

9 249 symbolic meaning, 8 symbolism, 16, 19, 100 T tailgate, 50, 60 Tampa Bay Lightning, 64, 72, 73 team identification, 28 technological convergence, 177, 224, 238 tribal, 9, 16, 43, 89, 91, 101, , 121 3, 209, 224, 238 tweets, 37, 59, 63, 68, 71, 73, 77, 116, 168, 199, 207, 208, 210, Twenty20, 141 Twitter, 36, 37, 52, 63, 64, 67 9, 72, 78, 82, 151, 156, 163, 169, 173, 186, 187, 199, 205, 207, , 219 U Ultimate Fighting Championship (UFC), 13, 143, 144, 209 Union of European Football Associations (UEFA), 50, 115, 208 user-generated content, 172, 199, 204 US Open, 69 V value, 25 30, 34 41, 43 5, 48 53, 57, 59, 60, 64, 67, 71, 80, 91, 92, 96, 97, 103, 106, 107, 115, 116, 121, 122, 126, 128, 134, 139, 144, 148, 151, 154, 162, 163, 174, 177, 178, 181, 182, 192, 195, 198, 209, 210, 217, 224, 226, 228, 238 value co-creation, 2, 11, 15, 16 value creation, 2 Vancouver Canucks, 64 vicarious experience, 194 virtual reality, 75, 166, 175, 226, 231 volunteers, 102, 138 W Washington Redskins, 39 wearable technology, 229, 237 Western Sydney Wanderers, 118 Wimbledon, 25, 31, 37, 75, 196, 197, 236 wireless technology, 6 World Wrestling Entertainment (WWE), 94, 110, 212 Y YouTube, 68, 69, 74, 82, 150, 170, 204, 205, 211, 212, 236