Pitch Partners: Customers as Players and Collaborators

Abstract

This chapter delivers the first lesson—that consumer attachment, passion, commitment, and loyalty are synergistic with interaction, engagement, connectivity, and collaboration. The chapter focuses on how great sport brands construct dynamic, agile offerings that have the effect of transforming consumers into lifelong fans. It explains that this impact emerges from a commitment to interactivity, where fans and brands co-create consumption experiences. Value co-creation occurs because consumers feel sufficiently connected with their team or sport that they strive to interact with the brand as well as with like-minded fans. Attachment and passion grows commensurate with the contributions made. As a result, consumers convert themselves volitionally from sideline supporters to engaged co-creators of the brand’s identity and, therefore, its offerings.