The West Ham Syndrome

This paper compares the intense loyalty achieved by football clubs with brand loyalty. To marketers, football can be regarded as a product sector and football clubs as brands.
  

The West Ham Syndrome

Ken Parker andTrish Stuart Discovery Research Ltd

'THE WARM UP'

When Bill Shankly said football was more important than a matter of life or death, he probably really believed it. Football has been likened by many to a religion: once indoctrination has occurred, changing to another club is extremely difficult to contemplate. Yet to marketers, football can be regarded as a product sector; football clubs as brands. In this context football clubs are unique. They engender phenomenal brand loyalty despite their strengths and weaknesses. This is totally different from...

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