The passionEight™ model is distinctive because it operates effectively at a number of different levels; at the generic level, the code and the franchise specific level. This model comprehensively dissects your fan base and also provides the drivers, giving you key insights into individual segments.

There are eight passionEight™ principles. The first principle identifies that there are 8 passions that describe sports fans’ links with any team, event or sports code.

Principle #1 – There are 8 passionEight™ Passions

• Passion for Novelty/Occasion relates to the desire to attend an event to experience something new, different or special.
• Passion for People relates to the desire to attend the event with others rather than a strong desire to watch the sport event itself.
• Passion for Player taps into the inclination of fans to form bonds with particular players for whatever reason.
• Passion for Party relates to the entertainment factor which includes the atmosphere in the stands, event enhancement activities and/or the exciting play and players.
• Passion for Contest/Success is about the desire for competition, and success. The focus here is results not style.
• Passion for Community relates to loyalty to, and pride in, a particular community; whether that the cause of that pride and loyalty is territorial, ethnic, religious or cultural.
• Passion for Code relates to the love of the sports code.
• Passion for Team relates to a strong emotional link with a particular team rather than a love of the sports code or feelings of community.

The Remaining Seven Passions

Whilst extremely useful in its own right, the first passionEight™ principle serves merely as the base on which the remaining seven principles build.

Each of the principles has specific applications and strengths. Some are more useful in terms of ticketing, some in terms of branding and others in terms of sponsorship leveraging.

The greatest strength of passionEight™ is that the eight principles are part of an integrated comprehensive framework that address most challenges facing sport marketers.

Practical Uses

Our Sports Marketing clients have used passionEight™ to assist with:-

• Brand positioning
• Development of taglines
• Event development (see case study)
• Campaign development and positioning (see case study)
• Development of promotional activities
• Development of at-event activities
• Development of promotional items
• Development of press and billboard advertisements
• Development of sponsor leveraging activity
• Development of ticketing campaigns
• Management of Season pass holders

Endorsement of the Model

The passionEight™ model has been recognised worldwide.

As Bill Sutton, co-author of the iconic text, Sport Marketing puts it:-
puts it:-

"passionEight™ combines solid theory with huge amounts of street-smart common sense. Just as importantly, it helps practicing sport marketers solve actual problems.

Read more endorsements.

Adopt passionEight™ and become more successful

To find out how the PassionEight™ principles can be applied to your franchise, please contact us directly.