Professor Bob Stewart, Victoria University, Melbourne, Australia

I have just completed an exhaustive literature review of sport marketing models. Quite simply, passionEight™ is the best model of sport fan behaviour I have seen.

The passionEight™ model draws on a broad array of sport fan studies to create a very impressive method for marketing any type of sport event, league or team. The passionEight™ model takes sport marketing to a new level of sophistication. It combines simplicity with solid theory.

The passionEight™ model has many strengths and one concept in particular has the potential to transform the way we look at particular sports and the fans they attract. The passionEight™ model bridges the gap between esoteric theories of consumer behaviour and the real-life practices of sport fans.

Pat Mellsop, Chiefs Marketing Director, Hamilton, New Zealand (Rugby)

I find the passionEight™ model fascinating. It gives us a superb conceptual framework in which to consider our marketing initiatives. Part of our business approach is to strive to be world class. We have adopted passionEight™ because on the one hand we believe it is itself world class and on the other hand we believe it will assist us in achieving that goal.

Patrick Klinger, VP Marketing, Minnesota Twins (Baseball)

found passionEight™ very insightful, accurate and applicable to teams anywhere. It’s an exceptional model illustrating the various factors impacting a fan’s purchasing decisions. And I believe it will be well-received by sports marketers in the United States. I know it will serve as a great reference for me. Thanks so much for providing me the opportunity to review the model. I’m a believer!

Michael Redman, former CEO & Director, New Zealand Breakers Ltd (Basketball)

In establishing an expansion team into the Australian National Basketball League (NBL), the NZ Breakers were focused in achieving success both on the court and in terms of marketing success. passionEight™ was the principal reason we chose Sports Research Group. Firstly, the passionEight™ model is demonstrable proof that Simon Arkwright and his consultancy have a great deal of familiarity with sport marketing. Secondly, the passionEight™ principles provide an excellent framework and lens through which we can better understand the factors involved in building a sustainable and ever growing supporter base. Thirdly, we believe that the passionEight™ principles will allow us to adopt superior strategies to maximise our relationships with that support base.

Dan Migala, Publisher, The Migala Report, Chicago

The passionEight™ model demonstrates that the key to greater revenue is understanding the passions that drive sport consumers. Comprised of a number of clearly and easily understood concepts, the passionEight™ principles provide an invaluable framework. It is as applicable here, in the US, as elsewhere.