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Launching a national sport organization loyalty program : the case of Club Hockey Canada

Author: Norm O'Reilly; Denyse Lafrance Horning; Ghazal Bandeh-Bahman
Publisher: London : Human Kinetics, Inc., 2015.
Series: SAGE Knowledge., Cases.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This case study presents seven challenges regarding the implementation of a National Sport Organization (NSO) loyalty program. Drawing on relationship marketing and sponsorship, the case traces the evolution of the Club Hockey Canada loyalty program, managed by Hockey Canada, a large and successful NSO. The case describes the following seven challenges for managers: resource allocation, process management, branding,  Read more...
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Details

Genre/Form: Case studies
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Norm O'Reilly; Denyse Lafrance Horning; Ghazal Bandeh-Bahman
ISBN: 9781526432698 1526432692
OCLC Number: 1023552338
Notes: Originally published in O'Reilly, N., Horning, D. L., & Bandeh-Bahman, G. (2015). Launching a National Sport Organization Loyalty Program: The case of Club Hockey Canada. Case Studies in Sport Management, 4(10), 54-61. DOI:.
Description: 1 online resource : illustrations.
Series Title: SAGE Knowledge., Cases.
Responsibility: Norm O'Reilly, Denyse Lafrance Horning, Ghazal Bandeh-Bahman.

Abstract:

This case study presents seven challenges regarding the implementation of a National Sport Organization (NSO) loyalty program. Drawing on relationship marketing and sponsorship, the case traces the evolution of the Club Hockey Canada loyalty program, managed by Hockey Canada, a large and successful NSO. The case describes the following seven challenges for managers: resource allocation, process management, branding, rules and regulations for a key element of the program (i.e., Puck Bucks), risk management, sponsorship, and cost recovery. Targeted to upper year undergraduate and graduate students in sport finance or sport marketing, the case is based on information provided by Hockey Canada and secondary research. In completing the case, students will be able to learn about the seven challenges in building a successful loyalty program.

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