USA Rugby Fan Engagement Strategy 1 Business of Sports Certificate Program and USA Rugby: Fan Engagement Strategy University of Colorado at Boulder Business of Sports Program
USA Rugby Fan Engagement Strategy
1
Business of Sports Certificate Program and USA Rugby:
Fan Engagement Strategy
University of Colorado at Boulder Business of Sports Program
USA Rugby Fan Engagement Strategy
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July 20, 2015
Purpose
Methods
Results Target Market Attendee Engagement Attractive Membership Benefits
Recommendations Fan Membership Program
Social Media
Pre-game Tailgate In-game Activities
The purpose of this project is to analyze fan loyalty trends in order to efficiently increase fan engagement for USA Rugby. By analyzing the best practices of other niche sports, and performing primary research through conducting a survey at a USA Rugby event, we have developed the following recommendations for USA Rugby to implement in order to increase fan engagement on a national basis. We collected our primary research by conducting an online survey at the NACRA Club Championships in Glendale, CO on June 13th and 14th. We used Qualtrics to create our survey and to analyze the data we collected. In creating our survey, each individual question aligned directly with our research questions. According to our survey data, 19% of respondents fall within the 18-24 age range, and 59% of respondents fall within the 25-34 range. As these were the two most popular age ranges, this age demographic will serve as our target market. After analyzing our data, we found that our target market is actively involved with various social media platforms, including Facebook, Insagram, Twitter, and Snapchat. This is an area that USA Rugby currently lacks in regarding fan engagement.
EXECUTIVE SUMMARY
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Our survey results indicate that our target market is highly interested in receiving merchandise as a privilege of joining a fan membership. Particularly, they desire T-shirts and jerseys. Additionally, women in particular are interested in receiving discounts on USA Rugby merchandise and apparel. Our target market is willing to pay between $20-$25 for a fan membership club. Benefits will include merchandise, a
membership card with discounts, weekly email newsletters, and other exclusive offers. This club will be called the Ruckus. The social media program will involve fans at USA Rugby events posting photos to Facebook, Instagram, and Twitter. Their photos will be displayed on the big screen at events, and there will be in-game photo opportunities to increase participation. A pre-game tailgate will be held at a bar or restaurant located near the event. Fans will also have the opportunity to “Ride the Ruckus”, a bus to transport fans to and from the tailgate and event. There will be in-game activities to advertise the Ruckus and incentivize fans to register. These activities include a one-shot beer pong game sponsored by Smith & Forge, and a face-painting booth.
Introduction…………........………………………………………………………………………..2
Purpose Statement……………………………..……………………………………………..……4
Literature Review………………………………………………………………………………….5
Fan Engagement………………………………………………………………….………..5
Current Status of Rugby in the United States.………………………………………...…10
Theories of Motivation in Spectatorship of Rugby………………………………………13
Best Practices…………………………………………………………………………………….16
Volleyball……………………………………………….………………………………..17
Lacrosse………………………………………………………………………………….19
USA Soccer………………………………………………………………………………21
Denver Outlaws…………………………………………………………….……………23
International Teams……………………………………………………………………...25
Membership Pricing…………………………………………………………………...…27
TABLE OF CONTENTS
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Summary…………………………………………………………………….…………...29
Methodologies……………………………………………………………………………………30
Research Design…………………………………………………………………….……30
Sample…………………………………………………………………………………....30
Data Collection Procedures………………………………………………………………30
Data Collection Survey…..………………………………………………………………33
Data Analysis…………………………………………………………………...………..38
Results…………………………………………………………………………………………....39
Target Market…………………………………………………………………………….39
Attendee Engagement…………………………………………………………….……...40
Attractive Membership Benefits…………………………………………...…………….42
Discussion……………….……………………………………………………….………………45
Recommendations.……………………………………………………………………………….53
Fan Membership Program………………………………………………………………..53
Social Media Program…….………………………………………………………….…..63
In-Game Involvement…….……………………………………………………………...69
Ride the Ruckus……..…………………………………….……………………………..71
Conclusion…………………………………………………………….…………………………72
References……………………………………………………………………..…………………74
Appendices………………………………………………………………………………...……..79
Appendix A: Complete Survey…..………………………………….…………………...79
Appendix B: Extended Demographic Information.……….. ……………………….…...85
USA Rugby Fan Engagement Strategy
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The 1920 Summer Olympic Games in Antwerp, Belgium represent a historic moment in
time for USA Rugby. One single match played in the pouring rain in front of 20,000 spectators
would determine the Rugby Olympic Champions of 1920. The “Olympisch Stadium” echoed as
the boisterous crowd dressed in red, white, and blue chanted, “USA! USA! USA!” Shocking the
entire world with an eight to zero victory, it was at this very moment that the USA won their first
gold medal in rugby.
The entire country was proud and ecstatic, and the sport of rugby was at its peak in the
United States…but the hype did not end there. The USA Men’s Rugby team would prove
themselves once again at the 1924 Summer Olympic Games. Defeating the French 17-3, the
USA became the only nation to win a gold medal twice in the sport of rugby (“History”, 2014).
Shortly after the 1924 Olympic games, the International Olympic Committee dropped
rugby as an Olympic sport due to difficulty in recruiting a sufficient amount of teams (“History”,
2014). As a result of rugby’s exclusion from the Olympics, the sport saw a downfall in
popularity, especially in the United States (“The History”, 2012). Throughout the past century,
INTRODUCTION
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there have been numerous attempts to bring rugby back to the Olympics; however, none of these
attempts were successful until very recently.
For the first time in ninety-two years, rugby will once again be played at the Summer
Olympic Games. Located in Rio de Janeiro, the 2016 Summer Olympics will feature the
“sevens” version of the game, rather than the former “fifteens” version that was played in the
1920 and 1924 Olympics (“The History”, 2012). The USA Men’s Eagles team will be
representing the USA, with the chance to win their third consecutive gold medal in rugby.
Essentially, the recent inclusion of rugby in the Olympics, as well as the USA Men’s
Eagles shot at a gold medal serve as a significant opportunity to bring the sport of rugby back to
the USA. By analyzing fan loyalty trends of other niche sports in the USA, we will pinpoint
which demographics are most likely to be involved with USA Rugby, and determine how we can
efficiently engage them. All in all, our goal is to reignite the spark that fired up USA rugby fans
around the country in the twentieth century- the same spark that fueled the USA Men’s team to
win two consecutive gold medals at the summer Olympics. By igniting this very spark in USA
Rugby fans, we will inspire the rugby world in the American way.
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The purpose of this project is to implement a fan engagement program that will target
potential consumers who currently are not members of USA Rugby. Furthermore, we will target
current members who we could transform into “super fans”. By analyzing fan loyalty patterns,
we will pinpoint which demographics are most likely to be involved with USA Rugby, and
determine how we can efficiently engage them. As rugby has seen rapid growth on a national
basis in the past five years, USA Rugby’s upcoming participation in large-scale events such as
the Rugby World Cup and the 2016 Summer Olympic Games provides an opportune outlet in
order to transcend their efforts to expand nationally. By conducting primary and secondary
research, and analyzing the best practices of other sport organizations, we will implement an
innovative fan engagement program that will inspire the rugby world in the American way.
PURPOSE STATEMENT
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Fan Engagement
The use of fan engagement and motivational tactics has allowed for the development of a
modern and intriguing brand image through team merchandise and events that engage fans in
more emotionally involved ways. Creating and maintaining long-term fan relationships is a
valuable asset to a sports team and their fan base. Engaging fans can be incredibly influential to a
team’s success, on and off the field.
The Fan Engagement Cycle
LITERATURE REVIEW
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As shown in Figure 1.1, the fan engagement process is composed of various crucial
components such as: connection, interaction, satisfaction, and commitment. Figure 1.1 portrays
the cyclical process of fan engagement, and necessary aspects involved in obtaining and
maintaining a fan base for a sports organization.
Fan connection. A strong, meaningful connection to the fans is essential for establishing
a fan base that allows for committed, satisfied, and loyal fans. For example, “this connection that
fans develop towards their team is a type of in-group favoritism that helps a person develop a
social identity by attaching themselves and attaining group membership in a group that has value
and significance to them” (Tajfel, 1972). This bond between the fan and their team fosters
loyalty and devotion to that sports organization. For sports organizations to keep fan loyalty and
devotion alive, the team must provide certain experiences that allow fans to feel as if they are a
part of the team. Essentially, “whether it’s hometown pride, superstar players or something else,
teams need to discover the emotional anchors that will ignite the passion of their fans” (Claveria,
2015).
Engagement
Connection
Interaction
Satisfaction
Retention
Commitment
Advocacy
Figure 1.1
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Fan interaction. The interaction between sellers and customers improves the
understanding of customer needs, which is crucial in maintaining fan engagement. As explained
by the Marketing Department Head at Florida Atlantic University, "interaction allows customers
to participate in the value adding process and collaborate with sellers in creating value. If the
interaction between sellers and customers results in satisfaction, they will continuous to interact
with each other and advance towards engagement" (Sashi, 2012). Bruce Friends, president of
media and entertainment at Vision Critical, says, “A solid performance in the scoreboard no
longer translates to seat sales. Fans want a more meaningful relationship with their teams…fans
want to be engaged—they want to be heard” (Claveria, 2015). In order to enhance fan
interaction, sports teams have to consider the entire fan experience from expanding their brand to
entertaining their fans at the game. Fans expect a memorable and engaging experience when they
attend sporting events, so it is important to connect with the fans throughout events, in order to
make this possible. “Teams must prioritize ongoing, two-way collaboration with their
community of fans if they want to ensure the longevity of their brands” (Claveria, 2015).
Fan satisfaction. Satisfaction is a major necessity when ensuring the retention of a fan
base for a sports team. However, Sashi says, "…it is not sufficient”. To secure a retention rate,
there has to be more of an emotional connection with the consumer; this is where commitment is
needed. Satisfaction is not just about a fan’s team winning the game, but it is about the entirety
of the experience. “Winning more games no longer guarantee that live attendance will
increase. Team performance no longer drives revenue” (Bondarenko, 2015). As Mark Cuban,
owner of the Dallas Mavericks, said, “We in the sports business don’t sell the game. We sell
unique, emotional experiences…We are in the business of selling fun.” The Mavericks have sold
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out every game since December 15, 2001, because the Mavericks organization has “prioritized
arena entertainment experience” (MacMahon, 2010).
Commitment. Commitment is an important aspect for fan engagement. Sports fans are
very committed to their teams; therefore, expect the teams to be just as committed to
them. Commitment results in loyal and delighted customers. Loyal and delighted
customers with developed emotional bonds will become advocates. These customers are
likely to spread their positive experience through word-of-mouth. Customer loyalty and
delight are both necessary for customer engagement. When customers have strong
emotional bonds in relational exchanges customer engagement will arise. Customer
engagement includes customers in the value adding process as co-creators of value and
increases the satisfaction. Customer engagement turns customers into fans who will
remain committed through ups and downs in the relationship (Sashi, 2012).
It is important for sports managers to take each step of the fan engagement process into account
when making business decisions to ensure fan engagement is never compromised. Sports teams
“need to better understand what triggers the passion of fans and integrate them into the brand
experience. Teams can only do that if they truly know their fans. Building that connection
requires showing fans that they matter—that the team cares and is listening to them—and will in
turn deliver on that brand experience” (Bondarenko, 2015). A sports teams’ commitment to the
fans shows the team truly cares about their support and their experience.
Additionally, the fan engagement process is more than just engaging with fans during the
season. According to a Vision Critical study, most fans follow their teams throughout the year,
whether it is during pre-season, or trades. However, teams mostly fail to stay committed to
engaging fans during the off-season. “Fan loyalty remains continuous throughout the year, as
USA Rugby Fan Engagement Strategy
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does consumption and spending” which means this a great opportunity for sports organizations
to further economic benefits, and also to allow fans to feel like they are being heard by their team
(Bondarenko, 2015). Not all fans will stay engaged year round, but “by hearing what fans are
looking for at certain times of year, teams can enhance their offer accordingly” (Fergusson,
2013).
As shown in Figure 1.2, the Customer Engagement Matrix illustrates emotional bonds on
the vertical axis and relational exchange on the horizontal axis. Customer satisfaction depends on
the level of relational
exchange and emotional
bonds an organization has
with its customers.
The matrix in Figure
1.2 shows four categories of
customers based on their
emotional bonds to the sports
team sand that relational
exchange. Transactional customers have little to no connection with a team, and are only
interesting in low-price offers. These customers are not the focus of an organization because they
show little to no chance of continued loyalty. Delighted customers are very satisfied because
they feel a bond with the team. Customers in this category are known to use word-of-mouth
promotion to others. These customers are important to maintain to the organization because they
feel connected, and are likely to return to sporting events. Loyal customers are the main financial
supporters of teams. "Fans are considered to be both loyal and delighted and to have trust and
The Fan Engagement Cycle
Figure 1.2
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passion for the organization they are supporting" (Sashi, 2012). It is of the utmost importance to
create, ensure, and maintain engagement with these customers, in order to deliver the ultimate
sport experiences for them.
While there are different levels of fan engagement and various ways to attain engaging
customers, it is crucial to a sports organization's success to make business decisions that
encourage fan engagement and connection. A loyal fan base that attends games, supports the
teams regularly, and enhances the brand for the sports organization is crucial and beneficial for
the sport organization.
Engaging spectators in niche sports. The definition of a niche sport is “pertaining to or
intended for a market; having a very specific appeal” (Campbell, 2014). Though rugby has a
select following throughout the USA, 1.8 million of the entire population, creating loyalty is
ideal and is executed through a psychological process strategically decided upon by sports
managers (Giles, 2015).
Filling stadiums relies on executives to market events and build strong brand equity and
developing innovating marketing strategy to target new ‘temporary’ fans rather than
traditional ‘devoted’ fans...The club focused on offering highly entertaining games with
numerous peripheral elements at very cheap prices (starting from 5 euros), developing the
merchandising through innovative replica shirts and extending the brand with innovative
merchandise such as cosmetic products (Bodet, 2009).
It is important to determine what type of niche the sport is a part of, and then to decide
which types of incentives will influence fan attendance and loyalty trends. The 18-24 year old
age group showed more concern for incentives than other categories. Correia and Esteves (2007)
concluded that material incentives and easy conditions are more important to younger spectators
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who access soccer. Bernthal (2003) noted that promotions such as fireworks, merchandise, club
goods, gifts, concerts, and side events are most influential at smaller events, which attract a
smaller number of spectators, such as minor league baseball games.
When managing a sports organization with a limited number of fans, it is crucial to define
and develop factors that will allow fans to feel that desired emotional connection with the team.
Building and fostering the fans emotional connection to a team will result in increased
engagement and involvement within that teams organization, and overall, creating more loyal
fans.
Current Status of Rugby in the United States
With only 1% of the country acting as supporters, Rugby has a relatively small following
in the United States, especially compared to those of American football, basketball, and baseball
(Chadwick, Semens, Schwarz, & Zhang, 2010). While there has recently been a growth in media
coverage and an expansion of the sports fan base, Rugby still has an enormous amount of growth
ahead of it.
There are approximately 1,130,000 Rugby participants in the United States, and as
displayed in Appendix B, Figure 1, of these 1,130,000 participants, nearly 70% are male.
Although both male and female participation is steadily increasing, it is evident that the number
of men participating in Rugby significantly outnumbers the amount of women participating
(SGMA Research, 2011). Appendix B, Figure 2 represents the income levels of current rugby
participants. In America, the median household income is roughly $50,000. This graph also
demonstrates that 64.5% of rugby participants in America have a household income above the
national average. Appendix B, Figures 3 and 4 effectively demonstrate the difference in
household income between the males and the females who participate in rugby events. These
USA Rugby Fan Engagement Strategy
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graphs shows that nearly 40% of women who play rugby have a household income above
$100,000.
Appendix B, Figure 5 is effective because it demonstrates the areas where rugby is
already prevalent, and the areas where residents have not had any exposure to rugby. This figure
gives us a better idea of the
geographic areas to sell the
most tickets, and the areas
where increased brand
awareness is needed.
Figure 1.3 shows the sports
that current rugby players
have reported to play. The
reason this graph is effective
is because it shows the types of events that USA Rugby might be able to reach more members. It
might be effective for instance to partner with local soccer, or football organizations to
encourage kids to cross-train using both sports.
Figure 1.3
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Furthermore, Figure 1.4
demonstrates the lack of youth
participation in the sport, which is
dangerous because the love found for
sports in youth participation is
carried through adulthood. In order
to increase overall fan engagement,
participation of youth rugby players
should be addressed.
Currently, a National Rugby League does not exist. The NRFL, also known as the
National Rugby Football League, is the Rugby’s Association attempt to create a league. The
problem with the NRFL is that Rugby only attracts 1.2 million people in a nation that is home to
318.9 million people, that is .003% of the market (Giles, 2015). In comparison, USA Soccer
attracts 18 million people per year, almost 18 times more than Rugby (“USSoccer.com,” n.p.).
Although Rugby has grown 15% in the last 5 years, it has not gained enough momentum in its
attempt to sell franchises and has led to a stagnant industry with thousands of capable players
without a roster spot (Giles, 2015). Due to the small market share of rugby participants, the lack
of attention to the sport is causing small incremental growth. In order for the League to have a
prominent position in the sport society, it is necessary to start recruiting players out of college
that either play Rugby, or are not in the 1.7% of players that make the NFL through collegiate
football (Dart, 2013). The NFL holds the easiest entry point for a Professional Rugby League to
be created in the United States because it has the media networks, stadiums, and players to put
Rugby on the fast track for expansion domestically (Dart, 2013).
Figure 1.4
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Theories of Motivation in Spectatorship of Rugby
As only 1% of Americans are Rugby supporters, there is no substantial interest and
therefore likeliness of a connection or bond between the organization and customers. Therefore,
it is necessary to outline the reasons of cause behind fan motivation and apply it to Rugby in a
way that will attract American sport fans and create enough fan engagement to develop a loyal
fan base.
The seven dimensions of fan motivation include "social, physical skill, achievement,
escape, drama, and knowledge of the game" (Dhurup, 2010).
Social. "Studies affirm that socialization with friends and family members is an important
component for fans to use sport events and games as an opportunity for diversion and recreation"
(Dhurup, 2010). It is important that the fans feel a related interest in the game amongst others
they share the experience with. The socialization aspect contributes to almost half of what
motivates fans to become and stay fans of a sports organization. “Sports events are social
gatherings where the supplementary events and experiences are often more important than the
actual game. One of the fundamental advantages of social currency is that it appeals to the
deeply rooted desire of people to be part of crowds. This factor is critical to the popularity of fan-
zones, travelling to away games, viewing parties, sports-bars, etc.” (Van Schaik, 2014).
Physical skill. Rugby fans consider physical skills of the players to be most effective
factor in motivating their loyalty. The excitement of watching a game is a pertinent factor in fan
motivation. ''Our sports heroes are our warriors,'' Robert Cialdini, a professor of psychology at
Arizona State, said about sports fans. ''This is not some light diversion to be enjoyed for its
inherent grace and harmony. The self is centrally involved in the outcome of the event. Whoever
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you root for represents you” (McKinley, 2000). The players’ skills are a main focus of the fans
and their skills intrigue and motivate fans to stay interested.
Achievement. “Sport fanship helps many individuals create and maintain a positive self-
concept. When a fan’s team is successful, he or she gains a feeling of achievement and
accomplishment” (Wann, 1999). Fans become so invested in the teams that they root for, and
they begin to see team success as their own. "The sense of personal achievement in turn
increases fans’ self-esteem and public image by creating an association with their favorite team,
especially when the team is victorious" (Dhurup, 2010). When a team is successful, fans feel
motivated to continue to watch them achieve more.
Escape. A fan's desire to escape their routine schedules and involve themselves in a game
is more exciting and allows them to release tension, boredom and obtain sensory pleasure. “Fans
who are dissatisfied or bored with their life may be able to temporarily forget about their troubles
through sport fandom” (Lever & Wheeler, 1984).
Drama. The excitements caused by the occurrences of sports games not only entertains
fans, but fans also feel everything that is happening to the players. “Eustress is a positive form of
stress that stimulates and energizes an individual. Individuals motivated by eustress enjoy the
excitement and anxiety that often accompany sport spectating” (Wann, 1999). It is the drama, the
unpredictability, which motivates fan to come back because they enjoy it so much.
Knowledge of the game. The ability to understand and comprehend the actions
occurring on the field leads to increased attention and involvement. According to “Spectator
Knowledge of Hockey as a Significant Predictor of Game Attendance”, fan knowledge enhances
customer attendance and consumption.
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Motivation, in terms of gaining a fan base, requires a combination of factors that work
together in order to promote the appropriate aspect of the game to the interested fans. Once fans
become motivated by particular parts of the sport--whether it's the social feeling from attending a
sporting event or the appreciation and ability to watch a game, understand what is going on and
feel proud of a team-- it is this behavior that leads to an increase in fan retention and loyalty to a
sports organization.
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Secondary research was critical in our evaluation of other companies, teams, and
organizations’ best practices relevant to the purpose of our strategy development for USA
Rugby. The objective of this section was to identify and explain the processes of these various
organizations that engage their fans with exclusive membership opportunities in niche sports on
the national and club stage. This process includes connection, interaction, satisfaction, retention,
commitment, advocacy, and engagement.
There are two different types of domestic organizations that have been analyzed. These
two groups consist of professional organizations and national teams that have excelled in
increasing opportunities for fan engagement as a niche sport. The other avenue that was
researched was the international fan base for various rugby teams on an international scope.
These international organizations offer valuable information on how these largely established
and popular teams involve their national following; which aligns with what the objective of USA
Rugby is. These two different areas of secondary research on the domestic niche sports, and the
international following of the same sport gave insight to the information of the fan engagement
strategies that attract and keep fans engaged using the progressive wheel model.
The definition of niche is “pertaining to or intended for a market; having a very specific
appeal” (Campbell, 2014, p.1). Rugby is classified as a niche sport opposed to a mainstream
sport in America because the sport in its current state has very specified and limited appeal.
Domestic niche sports are very relevant to the research conducted for our organization.
Membership and involvement opportunities can be incredibly valuable to fans that want to
become members. All of the various platforms identified engage the spectators in some way
BEST PRACTICES
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shape or form. All of the governing bodies for national sports are in the same country as USA
Rugby, and have adjusted to the parameters that the American culture finds attractive, valuable,
and influential when evaluating sports engagement.
Most of the fans for USA Rugby are involved with the sport on an intimate level. There
are over 450,000 players registered with USA Rugby, including 67,000 high school players and
329,000 collegiate players (Campbell, 2014, p.1). Finding how these teams can engage fans that
are avid followers, or identify and engage fans that are not as involved is very critical. The first
teams to look at in their strategy for engaging spectators and participants alike are the similar
governing bodies that represent niche sports on the international level. These teams include USA
Volleyball, Lacrosse, and Soccer. All of these sports can be similarly analyzed in their strategy
for fan engagement, particularly by looking at their membership services.
Volleyball
Starting with the least developed of the teams of similar strategy and goals; USA
Volleyball has a semi-established fan membership following. This organization uses their
following to help engage the fan base as well as increase involvement and access for the sport.
The membership offers many benefits such as hotel, flight, and food discounts as well as
exclusive content (“USAVolleyball.com,” n.p.). These benefits are aspects that can be related to
the partnerships and benefits that are available to USA Rugby (“USARugby.com,” n.p.).
The rest of the benefits are directly connected to competition within volleyball, and its
connection to USA Volleyball. Examples of this strategy include “Ability to qualify for USA
Junior Volleyball and USA Junior Beach Volleyball National Championships” or the “Eligibility
to tryout and participate in USA Volleyball RVA and national volleyball camps”
(“USAVolleyball.com,” p.1).
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The most involved part of the membership includes General Liability Insurance, and
sports accident insurance for participants in volleyball, that need coverage for sport related
liability or chance of injury from playing. This is something that is also offered by USA Rugby,
but not the main focus of their new engagement objectives for the future of their fan engagement
categories.
USA Volleyball offers many exclusive fan benefits with their engagement strategies.
Most of these offers are in congruence with what USA Rugby could possibly offer for many of
their options. The point of difference between the two is the one type of membership that covers
many different aspects of the fans involved with the sport. Because the national governing body
for volleyball in the country operates on a smaller scale and less growth than USA Rugby. It is
fundamentally different than the progression that USA Rugby wants, but is a very successful
example for a niche sport on the same national level in how it engages its fans.
Fan engagement. USA Volleyball is unique in their operational strategy in the way that
they engage fan membership. They are worthy of mention and analysis because they are a niche
sport that also represents the United States on a national scale. There is much to be learned from
this organizations practices on both what can be segmented in different ways for USA Rugby.
Volleyball combines two types of engagement under one membership. The first aspect is
spectator driven with various discounts, benefits, and advantages from premier sponsors
(“USAVolleyball.com,” n.p.). Their plan is inclusive and beneficial to the development of the
sport because it combines what these issues require for them to be successful. Spectator driven
abilities would be valuable for USA Rugby to take away form niche fan engagement. Through
primary research on what the identified demographic of rugby fans want from a membership, it
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is apparent that fans want to have legitimate tangible benefits and receivables when paying for a
membership.
Lacrosse
The next sport to look at is United States Lacrosse. USA Lacrosse is the governing body
for lacrosse. They represent not only the Team USA Lacrosse, but also the sport on all levels of
involvement from beginning youth leagues to the collegiate level (“USLacrosse.com,” n.p.). This
organization is similar to USA Rugby and Volleyball in certain aspects. The overlap between all
of these governing bodies is that they offer membership that combines spectators, participants,
coaches, officials, and also offers insurance.
The operational excellence of the membership that USA Lacrosse offers is the breadth of
the membership strategy, and its marketability to all areas of the country. The mission statement
of this organizations membership offer is, “To grow the game of lacrosse and offer the members
of the organization the most influential experience possible” (“USLacrosse.com,” p.1). This
mission statement is not exactly what USA Rugby is looking for with a new fan membership
category, but has aspects that could be inherently valuable to the USA Rugby organization.
Fan connection. Similar to the USA Rugby Union’s structure is USA Lacrosse’s
segmentation of its membership all under one structure (USARugby.com,” n.p.). This
membership has different fees for the categories of players, coaches, officials, and general
members (“USA Lacrosse,” n.p.). This serves the sport of lacrosse very well by associating and
linking all of these facets of the game to a synonymous platform. The benefits for players,
coaches, officials, and fan membership is focused on receivable content as well as instructional
and athletic services. Players have an option to attend free skills camps. Coaches have the ability
to go to coaching conferences, and officials also have the ability to attend clinics. Fan
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membership has the ability to receive certain content and discount benefits. All of these are on
many different levels in many different places across the country. This is an example of fan
connection across all platforms of the sport. USA Rugby has the ability to do a similar structure
that engages all facets of its sport.
The benefits that US Lacrosse that are relevant to Rugby’s new strategy development are
within the general member category of the membership for these fans. The three most relatable
attributes of this membership to the goals of USA Rugby include exclusive fan content like
magazine subscriptions and team specific quarterly issues, access to live events and the ability to
access premier ticket opportunities, and the enrollment in a chapter. These benefits have the
potential to be an extremely successful implementation in a new category for USA Rugby.
Through survey data and the analysis of other similar membership offerings, content that
gives the consumer the feeling of involvement and exclusivity is more important than other
identified benefits. As shown in Figure 2.1, T-Shirts, and Jerseys are the highest valued benefit
to our target market. These act as identifying merchandise because of the feeling of inclusion the
clothing gives. The next
attractive feature that can
be learned from this
structure is the access to
live events. This is
important to offer in a
membership for many
reasons. One of these reasons is the engagement of fans that want to be more involved with the
sport as a spectator. This would be incredibly beneficial for USA Rugby because it would offer
Figure 2.1
USA Rugby Fan Engagement Strategy
25
the ability to grow the interest of the consumer and entice them to the game environment. The
enrollment into a regional chapter with a membership is extremely important. This allows for the
progression of the fan experience for people who are looking to be more involved. The
individual chapters are a way to stay locally connected to the closest area of emphasis, while still
keeping the feeling of a national base. These parts of this growing and successful membership
campaign can be significant to USA Rugby in their new prospective strategy.
USA Soccer
USA Soccer is an entirely different entity with their fan engagement opportunities and
structure. There are two different ways to look for more involvement with US Soccer. The first is
to look at the actual sponsored supporters club. The supporters club beyond the free membership
opportunity is very costly (“ussoccer.com,” n.p.). The second facet of US Soccer’s fan clubs is a
completely independent entity. This is the American Outlaws. For the purpose of the relevance
of these practices to the goal of USA Rugby’s development, the focus of this analysis will be on
the American Outlaws and their stance on USA Soccer fan experiences.
Fan commitment. The USA Soccer Supporters Club has been well established and
executed on a national level. This club is directly related and involved in the progression of the
sport on all levels, while connecting the members with information and benefits related to the
competition of the separate national teams. There are seven levels of involvement that are
offered, the first of which is free for all prospective patrons (“ussoccer.com” n.p.). All of the
other levels increase in cost, as well as the membership benefits offered. Offers from these
separate membership opportunities include discounts, apparel, event access, food incentive, and
even executive leadership conferences (usscoccer.com,” n.p.).
USA Rugby Fan Engagement Strategy
26
Many aspects of the affiliated membership to US Soccer are relevant to USA Rugby.
There are different levels of engagement that allows for all different levels of fans to be involved
at the level that they so desire. The offerings presented in this area are very relevant because they
are tangible and easily valued. The presence of a low level membership valued at $25-50 dollars
gives a way for people to be exposed and involved at a base level. This is a valuable concept
because people will start at this stage and possibly progress into different levels of paid
membership (Rossell, 2014, p.1). “After using our online renewal program there was a large pick
up of the service by our members” (Rossell, 2014, p.2).
American outlaws. The American Outlaws are an independent organization separate
from US Soccer, but serve the governing body a valuable service, even though it directly
competes with the success of their fan engagement structure already in place. The American
Outlaws are a fan engagement membership for US Soccer
that is not involved with the actual organization. The
membership is purely for spectator involvement and
support. This movement has created a fan base solely
engaged in watching and supporting the US teams.
This membership is so enticing and relatable to what USA Rugby is
trying to achieve because it is one platform that offers easily transferred benefits on a national
stage. The yearly cost of membership is one flat rate of 29 dollars, and automatically includes
apparel (“theamericanoutlaws.com,” n.p.). This spectator membership group has 19 immediate
benefits that range from shopping discounts, magazine subscriptions, parking spots, travel
incentives, exclusive event offerings, and chapter voting rights (“theamericanoutlaws.com,”
n.p.).
Figure 2.2
USA Rugby Fan Engagement Strategy
27
These benefits offer an immediate and influential benefit to anyone who signs up for
them. This is a model example for what USA Rugby can do with its new membership category
because it is feasible with partner cooperation, separate from actual sport involvement, and easily
marketable to fans across the entire country. The designation of chapters, just like with the other
membership benefits gives this organization a definite advantage. The chapters have a minimum
of 25 paid Outlaws members that meet for every USA Soccer game at a “home base” which is a
bar where watch parties are held for every game (“theamericanoutlaws.com,” n.p.). Watch
parties and extended involvement from members was identified by our liaison to be an attractive
and opportunistic priority to a USA Rugby fan membership.
All of the governing bodies of these niche sports have a membership opportunity
available for prospective members. Many of them combine spectator and participant involvement
into one overarching organizational body. The parts of these membership practices that focus on
feasible and relatable benefits, as well as its success on a national stage will be the most
attractive membership examples in relation to the goals of the ever expanding USA Rugby.
Denver Outlaws
Other than the domestic niche sports that operate on a similar national level, there is
much to be learned from a smaller sport on a local level that has made an enormous impact in
certain areas of the sport’s involvement. The Denver Outlaws have created and established fan
membership that is seeing growth, and in turn growing the sport, fan base for the emerging
Outlaws organization and its critical connection to the fans in the local communities.
The benefits that this local team have been able to offer has helped them get a decent fan
following. The first aspect is the overarching body that this fan club experience is seen in, and
that is their website (“denveroutlaws.com,” n.p.). The Outlaw’s website has a specific section
USA Rugby Fan Engagement Strategy
28
dedicated to fan membership opportunities. There are participation items such as blogs,
newsletters, and many sources of downloadable content. This is valuable content that can help
engage members who are interested in the sport and want to increase their involvement, but do
not want to compete or have any extended involvement.
The second part to the Outlaw’s website’s “Fanzone” could be very useful for USA
Rugby (“denveroutlaws.com,” n.p.). This website also gives access to three areas that are
influential and important to the outlaws as an organization. The first is the community tab. This
is an outlet for community outreach by the professional organization. Under this framework the
Outlaws are able to reach out to local Denver Metro lacrosse teams, and other teams in
surrounding communities to try and make an impact. This community outreach program has also
instituted direct player involvement in local schools and local team activities to help inspire fan
engagement through actual interaction of the players (“denveroutlaws.com,” n.p.).
Fan interaction. The other part of the community outreach program that is held by the
Denver Outlaw’s is their charity events. This allows the organization to use their position in the
community and their position as a professional sport organization to benefit the less fortunate in
the area. The creation of charity events helps the Outlaws connect with the community by
contributing in positive, progressive ways. Community involvement can be a great way for a
niche sport team to start to connect with a surrounding environment and give reasons for fans,
and potential fans within these communities to support the team.
The other area of success that the Outlaws have instituted is still within the community,
helps grow fandom for the sport, and most importantly helps grow the connection between
interested participants who could become eligible fan membership opportunities. The Outlaws
academy is a facet of the Outlaws community- involvement strategy that includes clinics, open
USA Rugby Fan Engagement Strategy
29
tryouts, camps, youth tournaments, and Junior Outlaws development. This level of involvement
at the community level strengthens the people who are closest to the organization and gives the
team an opportunity to foster fan relationships with people who enjoy the sport at the athletic
level.
The Outlaws do not have a membership opportunity with specified benefits and
opportunities, much like what USA Rugby is trying to implement. What the Outlaws do have is
an extensive ground level involvement with the community, connecting the organization with
people who are interested in the sport. This could become very valuable to USA Rugby. As
another niche sport, the organization could use this structure as an example to successfully
engage local communities, and receive the support that they get back from fans and participants
in areas like Glendale, CO where the rugby following is large, but not necessarily for USA
Rugby itself.
International Teams
Rugby is a very fast growing sport in the United States and popularity is fastest growing
among high school teens and collegiate clubs (Campbell, 2014). By examining other
international teams, and the membership opportunities that they give their members it is possible
to compare how the new USA Rugby fan membership category could be structured in able to
support the club in a national and patriotic sense, while still offering many valuable benefits to
the demographic of consumers that would want to be involved. The team that was examined is
very well established in the sport, within the country of origin. Even though the following and
participation is not comparable yet for USA Rugby in this part of its existence, there is much to
be learned from the inclusion strategies that these foreign membership opportunities offer.
USA Rugby Fan Engagement Strategy
30
The team examined was the Australian national team known as the Wallabies. They were
the chosen team of example because of their extensive fan following, the success membership
has with them, and the strategy in which they offer membership is unique and important to
recognize. This organization has been around since 1884, and has grown into a national symbol
and icon of Australian competition and athletics (“rugby.com.au,” n.p.). The Wallabies have a
very well established membership base that ranges from different levels of involvement. Even
though there are different levels of interaction and membership involvement, all of the strategies
and benefits that they offer are offered as inclusionary benefits (Robinson, 2014, p.3). This
means that whatever the organization offers, it is connected to the betterment, involvement with,
and future success of the national team’s organization.
Rugby in Australia is not a niche sport, it is very large and influential. It is important to
this research because it is the same sport that also operates on a national level (Robinson, 2014,
p.2). Examples of their benefits can be seen on the Wallabies’ website, where the different levels
of involvement are listed. The lowest form of membership, and the most relatable to USA
Rugby’s possible membership goals offers many specific items. These items include the
guarantee to purchase exclusive tickets to all match events, in stadium pre-match functions,
member only communication on events, news, and other team information, exclusive team
content, player meet and great raffles, and discount for team merchandise (“rugby.com.au,” n.p.).
Listing these benefits was valuable because all of them have something in similar. They
are all directly related to the team, and the feeling of inclusion from these benefits. This
membership is not listed for only extrinsic fan. This membership is listed because it offers the
intrinsic value of the connection to the team. This is valuable to learn for USA Rugby as they
USA Rugby Fan Engagement Strategy
31
progress in their development. The fans desire a level of inclusion from their membership not
just specific gear and giveaways.
Membership Pricing
The pricing strategy is different for every possible membership previously listed by the
numerous organizations. The different levels of membership and their importance to each
organization make the pricing strategy for a new consumer membership category difficult. Each
different level of membership serves a different and valuable purpose to that organization. The
only realistic option for implementation by USA Rugby would be the baseline membership fee
of at least $25 dollars.
An automatically renewing fee of $25-35 dollars would be the most feasible option for a
new fan category. The most similar membership fee to the goals of USA Rugby are the
American Outlaws base price of $25 dollars (“theamericanoutlaws.com,” n.p.). The importance
of automatic renewal is important. When offering a yearly membership, the subscriber will be
able to have the convenience to renew their membership without having to do it manually. The
automatic renewal forces membership participation to not lose any ground (Rossell, 2014, p.1).
A 25-35 dollar fee includes very identifiable benefits, but is not too much of a financial
commitment (Rossell, 2014, p.1). In a case study on Automatic Membership Renewal a price
under $50 dollars has an 85% chance of being automatically renewed, and not cancelled
(Rossell, 2014, p.1). By being able to offer the most amount of benefits that the organization can
for that price by using their partnerships, but still keeping the price attractive to all forms of
members is the most utilitarian pricing strategy and will be the most successful when trying to
implement a fan engagement membership strategy. This strategy will maintain its marketability
to many different levels of involvement by users.
USA Rugby Fan Engagement Strategy
32
Best Practices Summary
There are an immense amount of aspects that are important when analyzing the
membership categories of sports teams and organizations. The scope of the organization as well
as the relation to the sport being represented is very important. Understanding what USA Rugby
could find realistic in a program on the level that the organization wants to implement is critical
to the best practices analysis of other organizations.
Three national team-governing bodies were examined, including an independent support
group of US Soccer were very relatable to the capability and presence of USA Rugby. The
governing bodies varied in their membership offerings but had synonymous qualities that were
critically valuable. Merchandise, informational content, and other products are attractive to
consumers and easily offered by an organization such as USA Rugby. Being able to create
regional communities that are combined in their passion for the sport is very influential, while
still keeping the ability of a national team.
A niche sport club on the local level was analyzed. The example used in this research was
the Denver Outlaws. The unique aspect of the Outlaws organization was their involvement on
the community level. This could be valuable to USA Rugby because it could combine the
passion for local teams such as the Glendale Raptors and create inclusion for both the local teams
as well as the overarching USA Rugby organization.
An international rugby team was also analyzed, and using the Australian Wallabies as the
example there were certain areas of interest that could apply to a membership opportunity. All of
the benefits offered by the lowest level of membership were inclusive features. This team
involvement on the lowest membership level could create very serious involvement and
commitment for fans of the national team. Offering value and the feeling of inclusion and
USA Rugby Fan Engagement Strategy
33
exclusivity for the team will be a valuable asset to a new base level fan engagement membership
opportunity. The implementation of these strategies from all different membership platforms
gives USA Rugby the unique ability to create and inspire fan engagement through a dynamic,
enticing, and affordable membership opportunity.
USA Rugby Fan Engagement Strategy
34
Survey Methods
Survey research design. Our first method of primary research is to create a survey to
conduct at the NACRA Club Championships on June 13th and 14th at Infinity Park in Glendale,
Colorado. The purpose of this survey is to determine the target market for creating a potential fan
membership club. Furthermore, we want to understand the extent to which attendees are
engaging with USA Rugby, such as through social media, pre-game, in-game, or post game
events. Additionally, we want to identify which benefits our target market will find the most
attractive in a fan membership. We felt the best way to collect data at the NACRA Club
Championships would be through a survey. This method is time efficient, given the
circumstances of the championships games, and because we can relate the survey questions
directly to our research questions. Upon creating our survey, each question is specifically
designed to help answer one of these three main research questions.
Sample. We will attend the NACRA Club Championships in Glendale, Colorado on June
13th and 14th in order to conduct our survey. We will use this survey to accurately forecast our
target market by analyzing trends in the age range and gender of the respondents. We hope to
find that our target market will be comprised of young adults of both genders. We hope to see
that the gender of USA Rugby fans are fairly equal, that way we can capitalize on all of the fans
instead of segmenting out a certain gender. We will further determine our target market by
examining the existence of USA Rugby members vs. nonmembers within the age and gender
categories. Again, we would like to see the correlations between the fans that are attending USA
Rugby events are whether or not they are members.
METHODOLOGIES
USA Rugby Fan Engagement Strategy
35
Data collection procedures. In order to forecast how we can effectively reach fans at large
scale events, we looked at the events leading up to the Rugby World Cup, and decided to attend
the NACRA Club Championships in Glendale, Colorado on June 13th and 14th to conduct our
survey. We chose to use Qualtrics, an online survey generator, to create our survey because this
platform provides the most flexibility with survey formatting and data analysis. We plan on
gaining responses for our survey by using Samsung tablets provided by USA Rugby that are
capable of 4G LTE technology so that we do not run into issues with Wi-Fi complications. In
order to maximize our coverage, we also printed out additional hard copies of the survey and
distributed them with clipboards for respondents to fill out by hand. An incentive will be offered
to survey participants, which we hope will increase the amount of total responses that we
receive. USA Rugby provided us with a signed jersey by the USA Women’s Fifteens team, a
rugby “starter pack”, and a USA scarf to offer as incentives to take the survey. In order to ensure
our research questions are answered, we will formulate questions directly relating to the
following three research topics: 1) Target Market, 2) Attendee Engagement, and 3) Attractive
Membership Benefits. To see the complete survey that we administered, please see Appendix A.
We talked to our project manager, Lucy Zugschwert, and she said that it would be feasible to
attend this event, and informed us about what the event would entail. Once we agreed to attend
this event, we gathered the necessary materials including the two tablets and their chargers, two
clipboards, thirty hard copy surveys, and pens. Once we arrived at the event, we met with our
project liaison, received our USA Rugby Volunteer shirts, and set-up the USA Rugby booth. We
pulled up our survey on the 4G LTE tablets and tested them one last time at the event to make
sure everything was operating efficiently and ready for participant use.
USA Rugby Fan Engagement Strategy
36
Our strategy to receive the most responses was to divide and conquer; Jake and Cameron
covered the left side of the stadium, while Stephanie and Lexie covered the right side, and Max
oversaw the booth. Each pair had one tablet and one clipboard with hard copies so that we could
tailor to people who are comfortable with technology, and those who are not. Max had additional
hard copies at the booth. Each of us approached potential survey respondents with confidence,
and started off by introducing ourselves as students from CU Boulder working with USA Rugby.
By being polite and persistent, we were able to record responses from about 80% of the people
whom we approached. Most people were able to complete the survey themselves, however some
were in need of assistance, so we read them the questions and recorded their responses for them.
After four hours spent Saturday, and four hours Sunday, we gathered a total of 104 tablet
responses and 30 hard copy responses, which we then recorded into Qualtrics. On Saturday, we
arrived at 4:00 pm and were able to collect a significant amount of responses before the game
started at 5:00 pm. Once the game started, people were not as willing to take our survey since
they were preoccupied watching the game. However, there was an hour-long rain delay during
the middle of the game, which worked to our advantage as many people were gathered indoors.
During this delay, we were able to survey a large amount of people in a short amount of time,
which was beneficial to our data collection.
After the event on Saturday, our team met up to discuss what we had encountered and
decided we needed to make a few minor changes to the survey. Given the fact that respondents
complained the survey was too lengthy, we deleted four questions that we felt were redundant or
not in direct correlation to our research questions. After revising and editing the survey, we felt
we were more prepared for the second day of the tournament. On Sunday, we intentionally
arrived two hours before the game started in order to take advantage of the pre-game atmosphere.
USA Rugby Fan Engagement Strategy
37
We observed on Saturday that prior to the start of the time was the best time to interact with
spectators since they were not pre-occupied watching the game. Since people were less willing to
take our survey during game time, we utilized this time to enter results from the hard copy
surveys into Qualtrics so that we could effectively analyze the complete data. Half time was
another primary opportunity to survey spectators, where we used our divide and conquer strategy
to cover the most ground. After a combined total of eight hours between Saturday and Sunday,
we collected a total of 134 surveys for which we could analyze using Qualtrics.
Data collection survey. The following is a breakdown of our survey questions;
corresponding with which research question they fall under, as well as the reasoning for asking
each research question. Each question below is indicated by its question number in the survey.
The survey questions did not follow this exact sequence in order to prevent the survey from
leading participants.
Research question 1: What is the target market for USA Rugby? The reason we asked
this question was to get a better understanding of what the USA Rugby audience looks like, so
that we can tailor our research to satisfy their needs and desires as consumers. The purpose of
this project is essentially to engage fans, and in order to do this effectively we need to first
identify the most prominent age, gender, and income related demographics. Furthermore, since
our objective is to reach fans that are not currently members of USA Rugby, this research
question will help us separate members from non-members so that we can most effectively reach
this segment.
Q1: How are you affiliated with USA Rugby?
USA Rugby Fan Engagement Strategy
38
Here we want to determine what types of people attend Rugby events besides
just the players. This collection of data will help us segment the market into
potential candidates for a fan engagement program.
Q2: Are you currently a member of USA Rugby?
We are looking to find out how many spectators at the NACRA Club
Championships were already members of USA Rugby who could potentially
transform into ‘super fans’. We also want to target those who are not currently
members and we can determine their affiliation using Question 1, which is
stated above. By reaching out to those who are not current members, we can
help USA Rugby’s efforts in expanding nationally.
Q10: How much would you be willing to pay for a USA Rugby fan
membership?
This will help us determine a price range for which people are willing to pay
for a USA Rugby fan membership. Rather than asking for people’s income,
which might be seen an invasive, we chose to ask for payment range because
it gave us a more direct answer.
Q12: How much would you be willing to pay for a USA Rugby fan
membership if merchandise was included upon registration?
After asking about potential merchandise that would be included upon
registration, we wanted to see if people would be willing to pay more for a fan
membership once merchandise was included.
Q15: What is your age range?
USA Rugby Fan Engagement Strategy
39
We wanted to determine which age demographic we should focus on when
creating a fan engagement program. Based on the percentage of respondents
in each age range, we will target those specific demographics in order to most
effectively increase fan engagement.
Q16: Gender
We wanted to determine which gender was dominant in the rugby atmosphere
and if there was a correlation between the amount of players and spectators
for a specific gender.
Research question 2: To what extent are attendees engaging in USA Rugby? Our
intention with this research questions is to gain more knowledge of the different mediums in
which fans would like to engage with USA Rugby. By examining which social media platforms
consumers use the most, we will be able to effectively reach and engage with the identified
demographics. We also want to determine which specific time periods (such as pre-game, in-
game, and post-game) are the most effective opportunities for fan engagement programs to take
place.
Q3: How many rugby events per year do you attend to watch live?
This question helps us determine how many rugby events the spectators attend
to watch live each year. This will guide us in understanding how interested
people would be in pregame, in-game, and postgame involvement.
Q4: How many rugby events do you actively participate in per year?
This question helps us determine how many players are also spectators that
would be interested in fan engagement activities.
USA Rugby Fan Engagement Strategy
40
Q5: Which of the following viewing parties would you attend? Please rank
with 5 being the most desirable, and 1 being the least desirable.
We are looking to determine which type of viewing party is most attractive to
rugby spectators. After analyzing our target markets, this information will
help us to best cater to their watch party needs.
Q7: Which of the following social media accounts do you currently use?
Select all that apply.
We are looking to understand which social media platforms are most widely
used by Rugby fans so that we can efficiently reach these fans on social
media. This will also help us determine which platform will be the best to
utilize when framing a social media contest and other activities. By using this
information, we can determine the smaller markets which social media outlets
USA Rugby has room to grow in.
Q8: How interested would you be to participate in a USA Rugby fan
engagement contest via social media?
This is to help us determine if it would be worth implementing a social media
contest. By using Question 7 above, we can determine which platform would
be most effective depending on the level of interest.
Q9: If you were to participate in a social media contest, which would be the
most desirable prize?
This question will help us determine what prizes will incentivize people to
participate in a social media contest. Using Questions 7 and 8, will give us a
better idea of how to structure the social media contest.
USA Rugby Fan Engagement Strategy
41
Research question 3: Which benefits do the identified target market find attractive in a
membership? Our intention with this research question is to pinpoint exactly what USA Rugby
fans are looking for in a fan membership, so that we can deliver a program that meets these
needs. We want to make sure we incorporate both tangible and intangible aspects that
consumers may find attractive so that the fans feel like they are a valued asset of USA Rugby.
Q6: Which of the following restaurants would you be interested in receiving
a discount from? Select all that apply.
In assessing the attractiveness of restaurant discounts, we wanted to see which
of these popular big chain restaurants that the most amount of people would
enjoy attending and receiving a discount from. The discount is a portion of the
incentives we plan on giving members of the fan club.
Q11: Which of the following USA Rugby merchandise would you most like to
receive? Rank as 5 being most desirable, and 1 being least desirable.
We wanted to discover which items rugby fans are most interested in
receiving. We intend to give these out upon registration for the fan club in
order to attract more people to sign up.
Q13: What would you like to see included as primary privileges of joining a
fan membership? Select all that apply.
Using this question, we hope to provide the most value to fan members by
offering appealing perks. The possible answer choices are all feasible options
that we have access to provide to potential members.
Q14: What would you like to see as added perks of joining a fan
membership? Select all that apply.
USA Rugby Fan Engagement Strategy
42
We hope that this question provides us with more of an understanding of what
consumers seek in a fan membership. The provided answer choices are all
options that fall within our budget, and are reasonable perks for a fan
membership.
Data analysis. When deciding how to conduct primary research, we chose to create an
online survey. Surveys are proven to be cost efficient, quick, and allow for unlimited responses,
which ensures a more accurate sample size that we can draw conclusions from. Furthermore, it
allows us to utilize both qualitative and quantitative research techniques (Benefits, 2011). We
decided to create our survey with Qualtrics because it provides ample flexibility when analyzing
and explaining data in a reasonable and simple way. We are able to assess frequencies across
different questions to identify trends and patterns.
In order to address the core purpose of the project, we specifically broke up the data to
address our three main research questions, which include: 1. Target Market, 2. Attendee
Engagement, and 3. Attractive Membership Benefits. We will utilize descriptive statistical
techniques on Qualtrics by cross tabulating the responses of various questions, in order to
calculate percentages that are relevant in relation to our research questions. Finally, we will use
bar graphs and tables to make sense of the information, and display it in a clear and concise
fashion. We will construct bar graphs with the data we receive because they are proven to be the
best way to compare data across different groups (Lozovsky 2008). We will use tables to display
relevant information, as they are proficient in displaying information in a sequential fashion via
rows and columns (Lozovsky 2008).
USA Rugby Fan Engagement Strategy
43
Target Market
After analyzing the data collected from our survey, we came to the conclusion that the
most popular age demographics of USA Rugby fans is the 18-24 and 25-34 age range, as shown
in Figure 3.1. Based on this information, we know that we can tailor our fan engagement
program to best satisfy the needs and
desires of these young adults.
Furthermore, since we are specifically
interested in USA Rugby fans who are
currently non-members of the
organization, this target age range will
fill this division. As shown in Figure
3.2, 42% of the 18-24 range, and 53%
of the 25-34 the range, are non-
members. This information tells us
that there is a promising opportunity
to recruit spectators who fall within
0%
20%
40%
60%
80%
Below12
12-17 18-24 25-34 35-44 45-54 55+
Age Range
18-24Member
18-24Non-
Member
25-34Member
25-34Non-
Member
Series1 58% 42% 47% 53%
0%20%40%60%80%
Members vs. Non-Members18-24 and 25-34
Figure 3.1
Figure 3.2
RESULTS
USA Rugby Fan Engagement Strategy
44
this age range to engage with and support USA Rugby.
Furthermore, we wanted to identify the gender breakdown within this target age range, so
that we could focus our marketing efforts according to what each gender seeks as a USA Rugby
fan. By drilling down our data and looking at the percentage of women and men within each age
range, we determined that there is a relatively even amount of each gender. As shown in Figures
3.3 and 3.4, The 18-24 year old range is comprised of 58% males and 42% females, where as the
25-34 year old range is comprised of 54% females and 46% males. Based on this, we know that
there are slightly more men within the younger age demographic, and slightly more women
within the older age demographic. Based on this information, we can tailor our fan engagement
actions and marketing efforts accordingly.
According to our survey data, 75% of 18-24 year olds, and 59% of 25-34 year olds, are
willing to pay between $20-$25 for a USA Rugby fan membership program. Therefore, we will
use this price range as a determinant when deciding what to charge USA Rugby fans upon
registration. Furthermore, we found that when merchandise is included upon registration, both
women and men are willing to pay more. For example, 30% of women were willing to pay
between $25-$35 for a general fan membership; however, when asked if merchandise were to be
included, 36% of women said they would pay this amount. This observation is true with the men
Male42%
Female58%
18-24 Age Range- Gender Breakdown
Male54%
Female46%
25-34 Age Range- Gender Breakdown
Figure 3.3 Figure 3.4
USA Rugby Fan Engagement Strategy
45
as well, with 20% willing to pay between $25-$35 for a general fan membership, and 27%
willing to pay this amount when merchandise is to be included.
Attendee Engagement
In regards to engaging attendees within our target market of 18-24 year olds, we found
that 95% currently use Facebook, 86% use Snapchat, 64% use Instagram, and 36% use Twitter,
as shown in Figure 3.5.
Furthermore, 62.5% of
participants within this age
segment said they would be
interested in participating in a fan
engagement contest via social
media. Within the 25-34 year old target market, our data shows that 96% currently use Facebook,
52% use Instagram, 41% use Snapchat, and 39% use Twitter, as shown in Figure 3.6.
Additionally, 51% of this age
segment said they would be
interested in participating in a
fan engagement contest via
social media. This information
tells us that the young adult
rugby fans that we are targeting actively use various platforms of social media, which we will
capitalize on in order to create the fan engagement program.
In terms of engaging fans before, during, and after rugby events, our target market of 18-
24 and 25-34 year olds primarily desire a viewing party that is at an outdoor public venue, with
Facebook Instagram Snapchat Twitter
Series1 95% 64% 86% 36%
0%
20%
40%
60%
80%
100%
18-24 Social Media Usage
Facebook Instagram Snapchat Twitter
Series1 96% 52% 41% 39%
0%
20%
40%
60%
80%
100%
25-34 Social Media Usage
Figure 3.5
Figure 3.6
USA Rugby Fan Engagement Strategy
46
an average rating of 4.39 out of a 5-point scale. The second most popular option was a restaurant
or bar, with an average rating of 3.86. When we drilled down deeper into the data, we found that
both genders preferred an outdoor public venue, with a female average rating of 4.48, and a male
average rating of 4.39.
Attractive Membership Benefits
The first fan membership benefit we researched was merchandise. According to our data,
the primary preferred piece of merchandise for our target age demographic is a jersey, which
received an average rating of 4.41 out of a 5-point scale. The second preferred piece of
merchandise for our target market is an
exclusive USA Rugby fan membership T-
shirt, which received a rating of 4.21. We
looked at these results by gender, and
although both genders preferred a jersey, it
is evident that females would prefer a T-
shirt more than males would. As shown in
Figures 3.7 and 3.8, females had an
average rating of 4.19, as opposed to the
males average rating of 3.92. Our data also
showed that 57% of our target age
demographic would like to receive an exclusive USA Rugby fan membership T-shirt as a
privilege of joining a USA Rugby fan club. Once again, we noticed that females had a significant
preference for an excusive USA Rugby fan membership T-shirt, with females at 66% and males
at 50%, equaling a 16% higher average response rate for females than males.
Jersey T-Shirt
Series1 4.46 4.19
3
4
5
Female Merchandise Preference
Jersey T-Shirt
Series1 4.58 3.92
3
4
5
Male Merchandise Preference
Figure 3.7
Figure 3.8
USA Rugby Fan Engagement Strategy
47
Another fan membership benefit we researched was various potential USA Rugby fan
memberships perks. Through our data collection, we found that 76% of our target market of 18-
24 and 25-34 year olds most desired receiving discounts on USA Rugby merchandise and
apparel as an added perk of joining a fan
membership. When we looked at the data by
gender, we noticed a significant difference
between male and female respondents. As
shown in Figure 3.9, 55% of males and 81% of
females expressed that they would like a
discount on USAR merchandise and apparel. This compelling discrepancy between genders will
be taken into consideration when assessing potential perks of the USA Rugby fan membership
club.
The second most desired perk with 49% of our target market was a meet and greet with
current and former USA Men’s Sevens Eagles. Comparing this data across males and females,
56% of females and 43% of males expressed interest in this meet and greet opportunity. If a
contest is tailored more toward either gender, we will utilize this information when selecting a
meet and greet as the incentive.
The final perk that we researched was the most popular restaurant that our target market
of 18-24 and 25-34 year olds would like to receive discounts from. According to our survey
results, we found that 69% of our target market would like to receive discounts from Chipotle.
When we dug deeper into the data and divided out the information by gender, we found that 88%
of females and 57% of males wanted to receive a discount from Chipotle. We will use this
Female Male
Series1 81% 55%
0%20%40%60%80%
100%
Discount PreferenceMale vs. Female
Figure
3.9
USA Rugby Fan Engagement Strategy
48
information when choosing which restaurants our members can receive exclusive discounts
from.
USA Rugby Fan Engagement Strategy
49
Throughout the entire research process, maintaining focus on answering our primary
research questions was integral to the success and accuracy of our project. These research
questions we carefully formulated to help guide our research, and essentially reach our goal of
implementing a successful fan engagement program for USA Rugby. The results gathered from
both primary and secondary data gave our research team support in formulating
recommendations for USA Rugby.
Regarding our research project as a whole, the vast majority of our primary data was
collected from a sizeable part of the rugby community at the NACRA Club Championships held
at Infinity Park in Glendale, Colorado. With the overall intention of formulating a fan
membership program, we conducted a survey at the NACRA Club Championships. This survey
was essentially designed to find out what USA Rugby fans seek in a fan membership. This event
was ideal in conducting a survey, as we were able to reach USA Rugby fans first-hand in order
to discover their needs and desires as consumers.
Essentially, the results from our data collection defined our target market of 18-24 and
25-34 year olds, and revealed what they seek in a fan membership program. By sampling from a
community comprised solely of USA Rugby spectators and participants, we were able to gather
valuable information that was influential in formulating recommendations for a fan membership
program.
Research Questions
All of the research questions that we developed were answered by the responses received
from our survey. The first research question identified who would be the most responsive target
DISCUSSION
USA Rugby Fan Engagement Strategy
50
market in the application of a fan membership program. The second research question dove in
depth to identify how our target market actively participates and engages with USA Rugby. This
was important because gauging the extent to which people are already involved with the
organization gives an insight to how much application or marketing our membership strategy
will require. The final research question delt with tangible benefits that members wanted to
receive as privileges and perks of a fan membership. All of the research questions were answered
in the survey, and the analysis of the survey responses was influential in formulating fan
membership strategy.
RQ1. The first research question that was identified was one of the more simple ideas to
comprehend, but was not the easiest to identify until our primary research had lead us in the right
direction. The research question stated, “What is the target market for USA Rugby?” As part of
this question, we also needed to identify the age, gender, and willingness to pay of the target
market that we were trying to identify.
This research question was easily answered and our target market was determined by
analyzing the responses to the survey questions that asked about age, gender, and willingness to
pay for a fan membership. We determined that our target age demographic was both 18-24 and
25-34 year olds, as these were the most prevalent age ranges of respondents. These age
demographics also indicated that they would be interested in fan membership program, which
aligned nicely with our overall goals of conducting this survey. Furthermore, there was no drastic
difference in the amount of male and female survey respondents, which indicated that we should
focus on both genders equally. After identifying our target market, we could analyze what these
people were doing in terms of involvement with USA Rugby, as well as what they would see
attractive in a fan membership program.
USA Rugby Fan Engagement Strategy
51
RQ2. After determining our target market based on the first research question, we were
able continue our research to identify to what USA Rugby attendees are engaging in the sport.
The second research question asked, “To what extent are attendees engaging in USA Rugby?”
Specifically, we intended to examine this across social media platforms, pre-game, in-game, and
post-game involvement. By analyzing the survey responses that were specifically designed to
help answer this research question, we gained insight to how these people are currently engaged
and how they would like to be engaged in the near future. We were able to identify the most
popular social media outlets, as well as the most attractive types of viewing parties for USA
Rugby games.
RQ3. This research question was the most important in determining what our primary
engagement tactics should be in the development of a fan membership category. The question
stated, “Which benefits does the identified target market find attractive in a fan membership?”
The survey question that was aimed at answering this research question identified the
attractiveness of various inclusionary benefits such as merchandise, newsletters, pre-sale tickets,
and a membership card. This was one of the most valuable questions in all of our research as it
revealed exactly what privileges and perks the identified target market seeks in a fan
membership. Finding what is attractive to members was the starting point for developing a
realistic and feasible fan membership strategy for USA Rugby.
3-5 Main Takeaways: Including Women, Non-Merchandise Benefits
Takeaway #1. The first takeaway that was apparent to the research team when looking at
this primary data was who the target market actually was. When we initially determined our
target age demographics, we had not thought about the importance between splitting up men and
USA Rugby Fan Engagement Strategy
52
women. When we were in the process of taking surveys, many respondents left comments
regarding the exclusion of women in the actions of USA Rugby.
After realizing this was a major factor in the basis of a proposed membership, it became
important to involve the women’s aspect of the sport more intensively. These results lead the
research team to start to think about how to segment the different genders and how to create a fan
membership strategy that would be enticing to both genders.
Takeaway #2. The second biggest takeaway resulted from our third research question
regarding attractive membership benefits. A few of our survey questions provided “Other” as a
response category, which gave respondents the opportunity to indicate something else they
would rather have than one of the provided responses. All of the options we listed were material
possessions, and all of these provided responses had positive reactions- especially the t-shirt and
jersey category.
The surprising part about the “Other” results was the frequency in the answers. We
learned that the participants found value in things other than exclusive team merchandise.
“Other” responses included things such as: player meet and greets, exclusive downloadable
content and fan member newsletter publications, and access to pre-sale match tickets. Taking this
into account when formulating a plan for the fan membership, we have to recognize that diverse
and non-merchandise items are also valued and will be added to the benefits of the membership
alongside the merchandise.
Takeaway #3. The final major takeaway from conducting our survey and looking at the
results was the involvement that USA Rugby has with its fans. When thinking about how to
engage the fans for this membership, there was no pre-existing fan involvement program in place
by USA Rugby that we could use, so we had to get creative. Using the responses from our
USA Rugby Fan Engagement Strategy
53
survey, we looked at where and how we could integrate more involvement with these potential
and existing fans on different platforms.
The easiest and most applicable way to integrate involvement with these fans was
through social media platforms. These platforms were an easy and comprehensive way to
distribute content between people who want to be more involved. The social media avenue is
inexpensive and can offer content that does not require extensive lead-time in distribution or
development.
Another aspect from the survey that fans wanted was integrated content and benefits
through non-traditional platforms. These benefits could include pre-sale opportunities for tickets,
as well as possible rewarded raffles, consumer benefits like discounts with corporate partners,
and product giveaways. These inclusionary benefits could be put through fan membership log-
ins on the USA Rugby website, and social media. Going through these avenues is an easy and
incorporated way to give the membership a degree of exclusivity and offer great member
benefits.
Connection to Other Organizations’ Best Practices
The fan membership survey was very important because as researchers, it allowed us to
look at the data of the identified target market that USA Rugby wants to reach, and compare
these findings to what other successful organizations are doing in giving their fans benefits from
a fan only membership service. By examining the best practices of other niche sports similar to
USA Rugby, it was easy to see what was realistic and capable in a similar marketplace. The
research team looked at the capabilities of other governing Olympic sport bodies, niche
American sports at the club level, and two international Rugby teams in the Australian Wallabies
and the New Zealand All Blacks.
USA Rugby Fan Engagement Strategy
54
We chose to look at these organizations because each had different relatable aspects to
USA Rugby. The governing bodies offered insight into how the organization runs the
membership of a niche sport on a national scale. The most important information to take from
these national sports was how they appeal to their fans, and how their fans are rewarded for
loyalty and support. Using USA Volleyball as an example, there are two types of membership
benefits that are offered in the fan only membership. The first part is connected to trying to grow
the sport on a national level, starting with its most enthusiastic fans. This entails access to tryouts
for competitive teams and other competitions as well as the ability to access and participate in
camps and skills clinics. This type of fan involvement is prevalent in USA Soccer, as well as
USA Lacrosse. Many of the fans of USA Rugby are connected to the sport in similar ways.
Through the data collected there was no sense of wanting for a program of this nature within a
fan only category.
What was valuable to learn from the best practices of the governing bodies for niche
sports in America was how the fans are kept involved in the sport through the efforts of the
teams. “Exclusive content” is offered by two of these teams’ fan engagement membership
strategies. Identified by rugby fans through the survey it was apparent that this type of content
would be valuable to their membership wants. The best practices go as simple as member log-ins
on team websites that offer breaking news about the sport, to printed newsletter publications.
The second part to membership services for fan membership categories of the niche sport
governing bodies, the American club level teams, as well as the very established international
rugby teams there were identified benefits as well as benefit strategies that would be ultimately
influential to the USA Rugby fan membership as identified through primary research. All of
USA Rugby Fan Engagement Strategy
55
these teams offer aspects related to the membership that insight consumerist behavior between
fan members and the team company partners.
The most common form of this strategy is through discounts. Discounts are offered by all
of these teams for their fans through corporate sponsors and partners. These corporate sponsors
and partners create a symbiotic relationship with the organization when their products are
advertised to these fan consumers, and in turn the fan consumers are more likely to purchase and
use their discounted abilities to buy the product or services through the exclusive membership
services.
According to a representative from USA Figure Skating who is trying to appeal more to
the male demographic of Olympic fan viewers, “by using brands and partners that can be
associated with the male demographic, it will make it easier to appeal to the men and ultimately
spark interest in the sport,” (“US Figure Skating”, 2015). Not only are these discounts very
important for fans to be included as part of their membership, it is a way to appeal to all sorts of
people. Through all of the organizations looked at, they all have discounts on apparel/equipment
shops related to the sport, discounts on food partnerships, airline partnerships for cheaper travel
to watch the team, and other various unique sponsors that specific fans would find beneficial to
their membership.
Connection to Literature Review
The importance of the connection between the organization and the fans is proven to be a
critical factor of success, as found in the takeaways and the literature review. Fan interaction
involves understanding what is necessary in order to attain and maximize customer satisfaction.
It is important to receive feedback from fans so that they feel involved and the organization has
the proper considerations for their business decisions. The recognition and integration of fan
USA Rugby Fan Engagement Strategy
56
input creates a more enjoyable environment for the fans, which is crucial in attaining loyalty and
retention. Asking directly for the various wants and needs of fans allows the organization to
incorporate certain practices that involve and engage fans on different platforms such as: meet
and greets and newsletters. Through our survey, we discovered additional proponents valued by
fans that we did not include, but is helpful in creating a plan for fan membership.
The socialization of the fans can be interpreted in different ways. The social aspect of
sporting events engages fans in the moment, interacting with both a crowd as well as the team.
However, social media platforms, as found in our takeaways, allow fans to stay engaged with the
organization not only during games, but also prior to and post as well as during the off-season.
Engaging fans through non-traditional platforms such as newsletters, pre-sales, and
discounts and giveaways allows for greater opportunities to connect with the fans. The Fan
Engagement Cycle shows the process of connecting, interacting, and satisfying consumers in
order to generate retentive, loyal, and committed fans. By inquiring about what is valuable to the
fans through the survey, all of the Fan Engagement Cycle aspects are integrated into the strategy.
Fans feels connected due to the interaction of the survey asking what they want, and therefore
feel involved and satisfied. “The fan base must be retained and see upward growth throughout
the years by demonstrating the benefits of support, encouraging attendance and ensuring
satisfaction to all attendees” (Wilkins, 2012).
The identification of the target market is also imperative in creating and maintaining a fan
base. Recognizing the different segments of the USA Rugby fan base, engages the fans because
it allows the organization to isolate and provide continuous satisfaction. The importance to the
female fans of the women’s aspect of the sport is something we found in our survey to be
considered when creating a membership strategy. While the literature review does not give the
USA Rugby Fan Engagement Strategy
57
exact groups to differentiate by, we still talk about the idea of personalization in order to create
an involved fan base.
Fan Membership Program
USA Rugby currently does not have an exclusive fan membership category. As the sport
grows and increases in terms of fan volume and participants, the presence of a rewarding fan
membership system that symbiotically benefits both the organization of USA Rugby as well as
the fans would be valuable, and could create a legacy of passion and loyalty for the fan members.
Through conducting primary research and secondary research on the target market and their
valued tendencies in sports fan memberships, as well as analyzing the best practices of similar
fan memberships from various other organizations, we have formulated a fan membership
strategy for USA Rugby.
The Ruckus
We have created a name for the fan membership program, which will be known as “The
Ruckus”- a ruck is a rugby term, and a ruckus refers to a noisy commotion. The purpose of this
program is to offer USA Rugby fans an opportunity to be involved with the organization, without
having to actually participate in the sport. Based on our survey responses, our
target market would be willing to pay between $20-
$25 for such a program. We have strategically
decided to price the program at $25 for first time
members, and there will be a $20 annual fee to re-sign
up. The cost of the program will provide members
Ruckus Inclusionary Benefits
• Merchandise
• Membership Card + Discounts
• "Ride the Ruckus" Bus Pass• Weekly email newsletter
Figure 4.1
RECOMMENDATIONS
USA Rugby Fan Engagement Strategy
58
with the following inclusionary benefits as shown in Figure 4.1, which will each be discussed in
further detail throughout this section.
Merchandise. The first beneficiary facet of the fan membership program will be
exclusive merchandise included within the initial $25 registration. When actively trying to sign
up members at large scale rugby events, it will be useful to attract prospects with a “new member
kit” containing USA Rugby merchandise. Based on our survey results, our target market
indicated that they would be highly interested in receiving an exclusive fan membership T-Shirt.
As shown in Figure 4.2, this Ruckus T-Shirt will be given to all Ruckus members. Along with
this T-Shirt, members will receive a
USA Rugby water bottle, beer mug,
koozie, sticker, and rally towel as
items in the new member kit.
Dave Anderson (1991)
discusses a similar strategy used by the Atlanta Braves in the 1990’s. They began selling branded
foam tomahawks to their fans for $5, and during the 1991 season they grossed $400,000 in sales
on tomahawks (Anderson, 1991). A few years later, many of the kids who owned a foam
tomahawk perched on their shelves for all of their friends to see. This transforms existing fans
into lifelong fans, and also increases awareness for those who are associated with the
organization. Accordingly, the profit made from selling merchandise could be used to increase
the marketing potential and brand awareness for USA Rugby and the Ruckus.
New member kit. We have designed each of the items to be included in the new member
kit using CustomInk.com, as this is a reliable company that offers custom merchandise at
Figure 4.2
USA Rugby Fan Engagement Strategy
59
reasonable pries with large volume discounts. Table A displays an image of each merchandise
item, the unit price, estimated quantity, and total cost (CustomInk, 2015).
Merchandise Item Unit Price Quantity Total
Cost
Ruckus T-Shirt
$5.35 2,000 (500 units of
each size- Small, Medium,
Large, X-Large)
$10,700
Plastic Water Bottle (20oz)
$1.56 2,000 $3,120
Beer Mug (15oz)
$4.63 2,000 $9,260
Table A
USA Rugby Fan Engagement Strategy
60
Foldable Can Koozie
$0.94 2,000 $1,880
Stickers (4x4 inch)
$0.74 4,000 (2
stickers per each new
member kit)
$2,960
Fringed Rally Towel
$2.16 2,000 $4,320
NET
COST=
$32,240
We used an estimate of 2,000 units for each item, as we hope that at least 2,000 people
will sign up for the fan membership program within the first year. Accordingly, each member
will receive one of each of the merchandise items upon registration. Purchasing these items at a
volume discount of 61% from CustomInk.com will result in a total net cost of $32,240
(CustomInk, 2015). However, at a cost of $25 per membership, if the estimated 2,000
memberships are sold, the Ruckus will generate revenue of $50,000. This revenue will more than
cover the costs of the merchandise, and will generate an estimated Net Income of $17,760 from
USA Rugby Fan Engagement Strategy
61
the Ruckus membership program. Additionally, the people who buy the memberships will be
walking around wearing USA Rugby gear, creating awareness and publicity for the Ruckus.
They will be using the USA Rugby beer mugs at social events, and they will be driving around
with a USA Rugby sticker on their car, all creating hype for the Ruckus.
Renewal merchandise. This new member kit will incentivize USA Rugby fans to register
for the Ruckus and will add value to the $25 fee. In order to establish the most loyal fan
following, and to retain long-term Ruckus members, we will incentivize members to sign up
annually for the program. After one year of being a Ruckus member, the program cost will
reduce to a $20 annual fee. This lower cost is reasonable, as it is at the bottom end of the $20-
$25 price range that our target market is willing to pay according to our survey results.
Furthermore, additional merchandise will be included on an annual basis upon re-registration as
an incentive to renew the Ruckus membership.
After the first membership renewal, members will receive a Ruckus cinch-pack, as shown
in Figure A, as well as a rally towel containing the year to date. The purpose for only offering a
cinch-pack for the first renewal is to really incentivize members to renew their membership.
After the first renewal, we hope that the renewal will become a habit, and members won’t need
as much of an incentive to re-register. Thus, each year thereafter, members will receive only a
rally towel containing the year to date. This rally towel will serve as a collector’s item; members
will be able to save all of their rally towels as tokens of remembrance, and to show how long
they have been members, as they will receive a new towel each year upon membership renewal.
Table B displays an image of the renewal incentive merchandise, unit price, quantity, and total
cost.
USA Rugby Fan Engagement Strategy
62
Merchandise Item Unit Price Quantity Total Cost
Cinch-Pack (1st Renewal ONLY)
$4.83 2,000 $9,660
Annual Rally Towel
$2.16 2,000 $4,320
NET
COST=$13,980
To summarize, we used an estimate of 2,000 membership renewals, in hopes that each
initial Ruckus member will renew their membership after the first year. The net cost of the
merchandise renewal items equals $13,980 (CustomInk, 2015). At a price of $20 per
membership, and 2,000 membership renewals, the revenue from Ruckus renewals will be
approximately $40,000. At this estimate, after covering the costs of goods sold of $13,980, the
Net Income from Ruckus membership renewals will be approximately $38,610 for USA Rugby.
Membership card and discounts. Through the research of other similar organizations’
best practices, and the survey conducted at the NACRA Club Championships, it was apparent
that a fan membership for USA Rugby should include more than just merchandise as perks of
joining. Benefits other than apparel will make the membership more extrinsically valuable to
members who want to support USA Rugby, and also gain valuable benefits that they can use
year round. One of the ways that value could successfully be added is by activating USA
Table B
USA Rugby Fan Engagement Strategy
63
Rugby’s partnerships through discounts and benefits. By giving the fans access to these various
partners through discounts, the partner organization will gain a spread in brand awareness
through a large membership base, and the fans will get value from purchasing high quality
products at discounted prices. Therefore, Ruckus members will receive a tangible merchandise
card upon registration. As shown in Figure 4.3, the card will contain the member’s name, the
year they became a Ruckus member, and a special “membership number” that is unique to each
individual. We used VistaPrint to design the merchandise card. If purchasing 2,000 cards, the
total cost will be $80 (VistaPrint, 2015.)
The main purpose of this membership card is to offer Ruckus members discounts from
USA Rugby’s sponsors. The card would be used as an identification piece in order for Ruckus
members to receive these various discount opportunities. Whether it is used in store, online, or in
the stadium, the membership card is the key to being able to use extended membership benefits.
According to our survey results, 66.5% of our target market would like to receive discounts as an
added perk of joining a fan membership program. The female demographic expressed a
significant interest in receiving discounts on USA Rugby merchandise and apparel. According
to our survey results, and as shown in Figure 4.4, 81% of females within our target age
Figure 4.3
USA Rugby Fan Engagement Strategy
64
demographic indicated they would like to receive discounts as an added perk of joining a fan
membership program.
Taking into consideration our target market’s
emphasis on apparel and team merchandise, it would
be valuable for the membership to receive a discount
of 10% from WorldRugbyShop.com. This
organization is the largest seller of rugby products
from teams and organizations around the world. This
access to high level, and now discounted rugby
products would be valuable to both parties.
Another corporate sponsor that could be very valuable to fans and fan
experiences is Smith and Forge hard cider. This company, who just recently partnered with USA
Rugby in June 2015, would be applicable and useful in many events and discount opportunities.
When giving the fans membership benefits, consumables are a great way to offer something
worth strengthening the partnership. A discount with Smith and Forge would allow the fans to
use this product and gain from the connection to USA Rugby.
Possible discounts. Reviewing all of USA Rugby’s partnerships, there are many that
have a very large potential for useful transactions and activation through the Ruckus. Table C
offers an introduction into possible activations through discounts available with the membership
card.
Female Male
Series1 81% 54%
0%
20%
40%
60%
80%
100%
Interest in DiscountsMale vs. Female
Figure 4.4
USA Rugby Fan Engagement Strategy
65
Partner Organization Possible Discount
World Rugby Shop.com
10% Discount on all merchandise
Gatorade
Giveaways to Ruckus members at USA Rugby events
Gilbert
10% Discounts on gear and equipment
Atavus
Extended access to ATAVUS Academy, USA Rugby Academy, or possible consulting
services
Smith & Forge
10% Discount on all products and consumables One free drink at USA Rugby events
Hilton HHonors
Ability to build membership points faster when using the HHonors program
Other valuable additives that could be offered with an exclusive fan membership card
include activating the corporate sponsorships at USA Rugby events and activities. If there were
exclusive membership events that USA Rugby could host, the presence of sponsored materials,
consumables, or branding could be beneficial for both parties. One example of this is at a
pregame tailgate. The event could include corporate partners such as Smith & Forge, who could
host a booth or activity at a USA Rugby event. Smith&Forge could offer one free drink to
Ruckus members, and could handout giveaways.
Table C
USA Rugby Fan Engagement Strategy
66
For online purchases, it will require coordination with the online stores in order for the
card to be used. For this to be possible, each membership card will be printed with a unique
identification number that distinguishes every USA Rugby Ruckus member. This will allow each
fan to be regarded as a different user, and will regulate the number of discounts that each fan
member is allotted. The unique identification for these specific member cards gives the
membership a breadth of possibilities and capabilities when thinking about diverse participation
and corporate partnership activation.
Advertising and online sign-up. For the membership to pick up in terms of sign up
frequency and participation, there needs to be easy ways to have access to the membership itself.
An easy way for members to sign-up is through the USA Rugby website. Streamlining the
membership access and sign-up location to the official USA Rugby website will make it easier
for employee and member access.
It is also important to advertise these memberships with mobile stations, in places of high
rugby fan concentration. Reaching as many fans as possible in areas that make that possible will
be key to identify and grow the fan membership base. Using events hosted by USA Rugby or
actual rugby events is an ideal place to advertise these benefits. Therefore, USA Rugby should
set up a booth dedicated to signing up Ruckus members. There should be USA Rugby
representatives present, with tablets to access the USA Rugby website and the online Ruckus
sign-up page.
“Ride the Ruckus” bus pass. The “Ride the Ruckus” event will be discussed in detail
later on in this section. Essentially, there will be a Ruckus bus available for transportation to and
from the pregame tailgate events. The cost to ride the bus for non-members of the Ruckus is $10.
By presenting their membership card, Ruckus members will be able to ride the Ruckus bus for
USA Rugby Fan Engagement Strategy
67
free as an added benefit of being a Ruckus member. This $10 fee is an incentive to sign up for
the Ruckus membership program, given that for just $15 more, participants will be able to ride
future Ruckus buses for free, and receive all the benefits and discounts that come with a Ruckus
membership.
Weekly email newsletter. In order to advertise any upcoming events, exclusive
membership benefits, or any other USA Rugby related material, Ruckus members will receive a
weekly email newsletter. This newsletter will remind Ruckus members of their membership
perks, and will update the program about all USA Rugby related news. Ruckus members will be
the first to hear about any upcoming events as a benefit of this weekly email. The email will also
serve as a reminder to renew Ruckus memberships, contributing to the loyal and long-term fan
base we intend to establish with the Ruckus.
Social Media Program
In regards to engaging members of USA Rugby’s fan membership program via social
media, we researched our target market’s activity across various social media platforms.
According to our survey results, out of the target age demographic of 18-24 year olds, 87.5%
currently use Facebook, 58% use Instagram, and 33% use Twitter. Furthermore, 62.5% of
respondents within this age segment said they would be interested in participating in a fan
engagement contest via social media. Within the 25-34 age demographic, our data shows that
93% currently use Facebook, 50% use Instagram, 39% use Twitter, and 51% of this age segment
said they would be interested in participating in a fan engagement contest via social media.
Based on these results, by implementing a fan engagement contest via social media, USA Rugby
could greatly expand their reach across their fan base and involve fans on a new level.
USA Rugby Fan Engagement Strategy
68
“How big of a ruckus can you make?” Our idea for a social media program will exist
across three platforms: Facebook, Instagram, and Twitter. Taking place on game day, USA
Rugby fans will post photos showing their “Ruckus” spirit while wearing USA Rugby gear. The
photos can be posted on either Facebook, Instagram, or Twitter, and fans will use a certain
Hashtag, which is to be chosen and advertised by USA Rugby staff. For example, at the USA
Rugby World Cup, the hashtag could be “#RuckusWorldCup” or “#RuckusNation.” The social
media program will be advertised during the game on the big screen and over the Public Address
(PA) system so that fans are aware of the program, know the hashtag to apply, and anyone at the
event can participate. Photos are to be submitted only by fans that are at either the pre-game
tailgate event, or at the game itself.
Using a social media aggregator called “Tagboard”, the photos will be filtered by the
specific hashtag and displayed on the big screen; Tagboard will be discussed in further detail
below. The photos will be displayed before the game starts, during time-outs, injury delays,
water breaks, half time, and any other appropriate time slots throughout the event that will not
disrupt the competition. By having fans post pictures on various social media accounts showing
their USA Rugby spirit, and by displaying these photos on the big screen during USA Rugby
events, USA Rugby will excite their fan base by making them feel like they are a valuable asset
to the organization. Furthermore, fans will be excited when their picture is shown on the big
screen, and the publicity across social media will increase awareness of USA Rugby and the
“Ruckus” fan membership program.
Tagboard. Tagboard is a social media aggregator that USA Rugby can utilize in order to
filter fans’ photo submissions, and display them on the big screen at events. This application is
USA Rugby Fan Engagement Strategy
69
essential to the implementation of the social media engagement program and is user friendly for
any USA Rugby representative to operate. Tagboard suggests two computers to be used in order
to filter and post live data. A Tagboard monitoring employee is available upon request, and is a
fee of $50 per hour. Essentially, the application collects tweets, posts and photos relative to up to
4 desired hashtags and multiple keywords from public accounts.
This aggregator can be assembled at any time, and any relative content is filtered directly
into the managing dashboard. Posts aggregated before the event can be saved onto the dashboard
to be displayed during the game, while posts aggregated during the event have the ability to be
displayed in live time. Once a fan’s post is recognized by Tagboard, the operational manager is
to determine whether the post should be immediately featured live at the game, blocked, or saved
to put on the website. Tagboard is already programmed to have a profanity blocker of 6 different
keywords immediately blocking the photos from being posted, while also allowing the manager
to customize the profanity blocker and add any relevant keywords. This will ensure that all
photos displayed on the big screen at the event are appropriate, and align with the overall goals
and values of the USA Rugby organization.
If a user posts through Twitter, Tagboard allows one to send a customizable message
back to that user, alerting them of their received tweet and feature. This gives USA Rugby the
ability to create an even greater hands-on fan experience, for example, “Thank you for helping
USA Rugby create a Ruckus!” This response message feature is currently only available for
Twitter posts, and is soon to be available with Instagram and Facebook as well.
The beauty of a social media engagement program is that it is free advertising using base
consumers to spread the message to outside parties that are not familiar with USA
USA Rugby Fan Engagement Strategy
70
Rugby. Through Tagboard specifically, the cost is customizable based on the amount of usage
of the app. Whether it is a certain number of events, or a monthly or annual partnership,
Tagboard will customize a financial agreement and set up a package that suits USA Rugby’s
needs.
To combat the cost of this application, we recommend allowing World Rugby Shop to
display their logo on the screen while our photomontage is running at various points throughout
the game. By doing this, World Rugby Shop will pay a certain amount to have their name
displayed on the screen alongside the fan photos. Not only will this be give World Rugby Shop
public exposure, but it will incentivize viewing consumers to go to their website and purchase
merchandise.
According to Tagboard, “fans go from mere spectators to passionate participants when
their social media is featured on the big screen, (“Sports-Tagboard, 2015, p.1) By using
Tagboard to filter through the conglomeration of fan’s social media posts, USA Rugby will have
a cost efficient and appropriate way to manage this social media program, and engage fans on a
whole new level during games.
Snapchat. According to the survey results we analyzed, Snapchat is currently the 3rd
most used social media platform by our target market of 18-24 and 25-34 year olds. Of the
participants surveyed in the 18-24 year old demographic, 86% reported that they actively use
Snapchat, and in the 25-34 year old demographic, 41% reported that they actively use Snapchat.
With regards to our research, and the ever growing Snapchat consumer base, there are currently
100 million active users as of 5/26/15 (Smith, 2015); therefore, it is in the best interest of USA
Rugby to create an accessible Snapchat Geotag. A geography tag is an electronic tag that assigns
USA Rugby Fan Engagement Strategy
71
a geographical location and unique design to a photograph or video posted on a social media
platform. This tag is created to encompass USA Rugby in a simple, but aesthetically appealing
way to consumers who take a snapchat of themselves at a USA Rugby match. Given the fact that
a geotag is geographically organized and can be pinpointed to wherever the USA Rugby is being
played, it will create awareness for USA Rugby beyond the fans watching the match. This will
not only create a more personal relationship within the fans at the match, but these fans will be
extending the USA Rugby brand image to their friends who aren’t actively engaged with USA
Rugby hoping to prompt them to become engaged.
Furthermore, during the Rugby World Cup it would be in the best interest to petition
Snapchat for a live public group story. This story would give access to anyone, as of 5/26/15
there are 100 million active users (Smith, 2015), owning the Snapchat app to view what is
happening at the Rugby World Cup, and more specifically, USA Rugby. This is an opportunity
to exponentially grow the consumers brand awareness of Rugby, and although it may not
immediately transfer into membership sign-ups, it will get people aware and excited about the
sport which could ultimately lead into further fan engagement.
In-game photo opportunities. At the
game, there will be a booth set up for fans to
come ad take their photos in front of a USA
Rugby backdrop. This booth is intended to
attract spectators at the event to come over,
take their picture, and participate in the social
media program. As shown in Figure 4.5, there
will be a “Step and Repeat” backdrop to
Figure 4.5
USA Rugby Fan Engagement Strategy
72
provide fans a printed scenery to pose in front of, while establishing the brand of the Ruckus
membership program (Event, 2015). A Step and Repeat is, “a customizable publicity backdrop
used for event photography, printed with a repeating pattern such that bran logos or emblems are
visible in photographs of the individuals standing in front of it. Step and Repeat banners are
common fixtures of red carpet or fashion events, or custom-printed for weddings or galas in
order to give a more “celebrity- like” feel to attendees photos,” (“FAQ- Step and Repeat”, 2015,
p.1).
Our research shows that this is an appropriate option for USA Rugby to integrate into the
social media program, as it is easy to fold into a compact size and is therefore suitable for
transportation and traveling. Furthermore, it is a fun and engaging way for spectators to interact
with USA Rugby, and to display their photos across social media. The Step and Repeat costs
$98, and provides ample space to display the USA Rugby logo, as well as their sponsors’ logos,
such as Smith and Forge, and the World Rugby Shop. It also comes with stitched hemming and
grommets, with pole pockets included upon request. If USA Rugby purchases this Step and
Repeat banner with the poles, it will cost a total of $199 (Event, 2015).
Also featured alongside the Step and Repeat backdrop will
be a USA Rugby representative available to take fans’ photos for
them. This representative should use the fan’s phone or other
photo-taking device, so that the photo can be posted on social
media, integrated into TagBoard system, and displayed on the big
screen. Furthermore, since we intend to create a fun and exciting environment for fans to engage
with USA Rugby, there will be music playing, and “Rookie” the eagle mascot will be present.
Figure 4.6
USA Rugby Fan Engagement Strategy
73
Summary. All in all, with the social media contest and the opportunities to take photos in
front of a USA Rugby backdrop with Rookie the eagle, we intend to increase awareness for the
Ruckus fan membership club. Also featured at this booth will be a table to sign up for the
Ruckus membership program. By attracting fans with a fun and engaging atmosphere, and
posting fans’ photos on the big screen at events, we will draw attention to the Ruckus, and
therefore attract more spectators at the event to sign up for the membership program while they
are there.
In-Game Involvement
In order to further engage fans and promote the Ruckus membership program, we
recommend that USA Rugby organized in-game activities for fans to participate in both before
and during game time. Based off our observations while attending the NACRA Club
Championships, there is a prevalent drinking culture surrounding the sport of rugby.
Furthermore, considering our target market of 18-24 and 25-34 year olds, an activity that would
cater to their desire to consume alcohol while attending rugby events would be an effective way
to engage our target market. In order to do so in an appropriate manner, we intend to activate
USA Rugby’s partnership with Smith and Forge. Additionally, we want to create an in-game
activity that is family-friendly and fun for spectators of all ages. Therefore, we will also
implement a face-painting booth, which will give all USA Rugby fans the chance to cover
themselves in red, white, and blue.
One-shot beer pong game. In order to engage our young-adult target market of 18-24
and 25-34 year olds, we will activate USA Rugby’s partnership with Smith and Forge to create a
drinking game for fans to participate in. The drinking game will be a one-shot beer pong game,
USA Rugby Fan Engagement Strategy
74
and will be a quick and easy game for anyone above the age of 21 to play. Since the game will be
sponsored by Smith and Forge, the responsibility of checking the ID’s of participants will be left
up to Smith and Forge employees. The way the game works is
simple: there is an 8-foot long table, with one red solo cup
positioned at the end of the table. The participant stands at the
opposite end of the table, and has one chance to toss and ping-pong
ball into the red solo cup. All participants will be given one free
Smith and Forge hard cider, and anyone who makes the ball into the
cup will be given a free USA Rugby beer mug (shown in Figure 4.7). This booth will be located
next to both the Ruckus sign-up booth, as well as the photo backdrop area and face painting
station.
Face painting booth. Also located next to the photo backdrop area, drinking game, and
Ruckus sign-up booth will be a free face-painting booth. This activity is intended to engage USA
Rugby fans of all ages, especially since the drinking game is restricted people above the age of
21. In order to make this booth possible, USA Rugby will need to either outsource and hire a
low-skilled face painter, or hire someone internally who has some artistic abilities. By providing
a face-painting booth, any USA Rugby spectator has the opportunity to get the USA Rugby logo,
an American flag, a rugby ball, Rookie the eagle, or some other spirited design painted on their
body. This will not only encourage fans to sport red white and blue, but will also contribute to
the social media engagement program, and will incentivize spectators to join the Ruckus
membership program. After getting painted, USA Rugby fans will be drawn to the commotion
around the social media photo area, where they will get to show off their USA Rugby spirit
across social media, and even on the big screen at the event. Other spectators will see the
Figure 4.7
USA Rugby Fan Engagement Strategy
75
excitement associated with the face-painting opportunity, and they too will be incentivized to
participate in the painting, drinking game, social media contest, and finally become a Ruckus
member.
Ride the Ruckus
When analyzing the results from the survey we conducted at the NACRA Club
Championships in Glendale, Colorado, we observed that there was a need for a fan transportation
service, given the prevalent drinking culture of rugby fans. In response to that observation, we
created the ‘Ride the Ruckus’ service. Ride the Ruckus is a transportation service that will
shuttle USA Rugby fans to and from the designated pregame parties. The bus will pickup the
USA Rugby fans at or nearby the bar/restaurant where the pregame/tailgate event is held. This
shuttle service will be included in
the Ruckus membership program;
therefore it will be free for all
USA Rugby members. Non-
members will also be able to ‘Ride
the Ruckus’; however, they will be charged a fee of $10. This $10 fee is an
incentive to sign up for the $25 Ruckus membership program, given that for just
$15 more, participants will be able to ride future Ruckus buses for free, and receive all the
benefits and discounts that come with a Ruckus membership. We envision creating a bus that is
as rowdy and passionate about USA Rugby as the fans riding it are. Figure 4.8 shows the type of
bus we envision for this program. On the bus, fans can socialize, enjoy music, and get into the
rowdy mindset and be ready to cause a ruckus while showing USA Rugby pride at the game.
Figure 4.8
USA Rugby Fan Engagement Strategy
76
With the 2016 Summer Olympic Games right around the corner, the sport of rugby has
the potential to rekindle the passion and excitement that it brought spectators around the world
nearly a century ago. USA Rugby’s upcoming participation in the Olympics is an opportune time
to engage fans and reignite the same spark that once fueled the USA Men’s Olympic team in the
1920s. After conducting primary and secondary research, we have identified tools that the USA
Rugby organization can implement in order to increase fan engagement leading up to large-scale
events such as the 2015 Rugby World Cup and the 2016 Summer Olympics.
Our research shows that there are a variety of benefits that result from creating various
tiers of memberships suitable for a sport organization. Currently, USA Rugby does not offer its
fans a unique fan-only membership. According our survey results, USA Rugby fans are highly
interested in an exclusive fan membership program- this is an area worth pursuing. By creating
an exclusive fan membership category, USA Rugby will be able to pursue and activate various
fan engagement events, in order to create a passionate and loyal following.
Our survey results show that USA Rugby fans are incredibly active on social media;
therefore, by implementing various activities such as social media contests for fans to participate
in, USA Rugby can increase fans’ excitement during and leading up to game-time. As a result,
this media involvement will also provide USA Rugby with free publicity across various social
media platforms, courtesy of their fans. Essentially, social media platforms provide unlimited
opportunities for sports teams to engage and connect with fans, which we fully intend to
capitalize on.
CONCLUSION
USA Rugby Fan Engagement Strategy
77
In order to excite fans and increase involvement before events, we researched our target
market’s potential interest in attending pre game tailgate events. Given that our target age
demographic consists of 18-24 and 25-34 year olds, a restaurant/bar would be the optimal venue
to host a pregame tailgate event for USA Rugby games. Furthermore, when conducting our
survey at the NACRA Club Championships in Glendale Colorado, we observed that there was a
prevalent drinking culture, which greatly contributed to the fans’ animated involvement. In order
to appropriately address this cultural observation, we will activate USA Rugby’s partnership
with Smith & Forge by involving them in the pregame tailgate event, as well as with in-game
promotions and activities.
By analyzing the data from our survey, as well as the best practices of other niche sports
in the USA, we have collected an array of valuable information that will help USA Rugby
transcend their efforts to efficiently increase fan engagement across the nation. By creating an
exclusive fan membership program, implementing social media activities, and hosting pregame
and in-game events, we will create a loyal fan following that will promote USA Rugby
worldwide. By the 2016 Olympic Summer Games, USA Rugby fans will fill the Maracanã
Stadium, dressed in red, white, and blue, inspiring the rugby world...in the American way.
USA Rugby Fan Engagement Strategy
78
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Appendix A: USA Rugby Fan Engagement Survey.
Q1- How are you affiliated with USA Rugby? Select all that apply.
I am a participant
I am a fan
Child participates
Child is a fan
Family member participates
Family member is a fan
Friend participates
Friend is a fan
Other (Please Describe) ____________________
Q2- Are you currently a member of USA Rugby?
Yes
No
APPENDICES
USA Rugby Fan Engagement Strategy
84
Q3- How many rugby events per year do you attend to watch live?
0-2
3-5
6-8
9+
Q4- How many rugby events do you actively participate in per year?
0-2
3-5
6-8
9+
Q5- Which of the following viewing parties would you attend? Please rank with 5 stars
being most desireable, and 1 star being least desireable.
______ Parking Lot Tailgate
______ Restaurant or Bar
______ Outdoor Public Venue
______ Other (Please Describe)
USA Rugby Fan Engagement Strategy
85
Q6- Which of the following restaurants would you be interested in receiving a discount
from? Select all that apply.
Olive Garden
Chipotle
Buffalo Wild Wings
Chili's Bar & Grill
Other (Please Specify) ____________________
USA Rugby Fan Engagement Strategy
86
Q7- Which of the following social media accounts do you currently use? Select all that
apply.
Vine
Snapchat
Q8- How interested would you be to participate in a USA Rugby fan engagement contest
via social media?
Not at All Interested
Not Interested
Neutral
Interested
Very Interested
USA Rugby Fan Engagement Strategy
87
Q9- If you were to participate in a social media contest, which would be the most desirable
prize?
4 free tickets to the 2015 Rugby World Cup (in England)
Signed jersey by Carlin Isles
USA Men's Eagles Sevens Olympic Team- Meet & Greet
Other (Please Describe) ____________________
Q10- How much would you be willing to pay for a USA Rugby fan membership?
$20-$25
$25-$35
$35-$45
$45+
Q11- Which of the following USA Rugby merchandise would you most like to receive?
Rank as 5 stars being most desirable, and 1 star being least desirable.
______ T-Shirt
______ Water Bottle
______ Jersey
______ Phone Case
______ Stickers/Decals
______ Other (Please Specify)
USA Rugby Fan Engagement Strategy
88
Q12- How much would you be willing to pay for a fan membership if merchandise was
included upon registration?
$20-$25
$25-$35
$35-$45
$45+
Q13- What would you like to see included as primary privileges of joining a fan
membership? Select all that apply.
Quarterly fan only newsletter
Access to pre-sale domestic test match tickets
Fan membership recognition card
Exclusive USA Rugby fan membership T-shirt
Exclusive USA Rugby fan membership Decal/ Sticker
Other (please describe) ____________________
USA Rugby Fan Engagement Strategy
89
Q14- What would you like to see as added perks of joining a fan membership? Select all
that apply.
Exclusive fan only content on USAR media platforms
Meet and greet opportunities with current and former Eagles
USAR Sponsor giveaways and coupons
Discounts on USAR merchandise/apparel
Invitations to USA Rugby philanthropy events in your area
Q15- What is your age range?
Below 12
12-17
18-24
25-34
35-44
45-54
55+
Q16 - Gender?
Male
Female
Q17- Full Name (Last, First)
Q18- Email Address
USA Rugby Fan Engagement Strategy
90
Appendix B
Figure 1
Figure 2
USA Rugby Fan Engagement Strategy
91
Appendix B
Figure 3
Figure 4
USA Rugby Fan Engagement Strategy
92
Appendix B
Figure 5
USA Rugby Fan Engagement Strategy
93
Program Overview
Program Affiliates
Project Summary
Report Prepared by
Program Director
Research Program Coordinators
The Business of Sports Certificate program at the University of
Colorado Boulder is a two-month intensive, 6-credit sports certificate program that gives students and recent graduates a real
world experience with professional sports teams, companies, and organizations around Colorado. Students are afforded the opportunity to network with industry experts and gain access to
exclusive internships.
Charlotte Hornets Colorado Avalanche Colorado Rapids
CU Athletics Denver Nuggets
Denver Outlaws Sports Labs USA Rugby
Vail Resorts Management Verizon Wireless
The research team conducted both primary and secondary research, with the overall goal of implementing a fan engagement
program for USA Rugby. By analyzing fan loyalty trends, and the best practices of other sports organizations, we have
formulated recommendations for USA Rugby to implement into their fan engagement efforts.
Jake Holweger Steph Kennedy
Cam Malone Max Robinson Lexie Urratio
Jessica Baumgarten
Micah McGee Nancy Lough