To enhance sales and promotions, the West African International Schools Athletic League (WAISAL) can relax the entry requirements to allow more schools. As it stands, the league only allows international schools based in West Africa as well as American schools. While this increases the prestige of the league, it limits sales and promotions to these institutions only. On the other hand, if public and private schools were allowed to be part of the association, not only would the league gain more members, participation, engagement (school and community) would increase. The only risk, however, is that having more member schools’ risks polluting the values the league was established to uphold, especially good sportsmanship. To control this, however, would require the league to keep a training program for the coaches and staff. Additionally, the trainers should be switched around regularly to not only encourage interaction but also improve commitment to the values of the league.
The second strategy that could improve sales and promotions would be to use customer relationship management techniques. For instance, the fans engage with the league through the member schools. Additionally, they are limited to being spectators. By creating a vibrant online community that will help the fans interact not only with each other but also create personal relationships with the bond and league, their dedication can be used to promote sales. This is not the end of it, however. An essential part of fan engagement is tracking players, games, and statistics. Creating a platform where the fans can do this is a sales and promotions strategy. However, there is another aspect of monetizing fan interactions. Since the fans are actively participating in the game process, they generate a lot of data. Analyzing this data will provide insight into trends, preferences, and how to create a general interest in the league. The data analytics and the insights it brings will also bring in new sponsors. This, in turn, improves sales and promotions. This strategy would impact the global sports industry by being a case study on how to use analytics and fan interactions to enhance sales and promotions. If successful, the global sports industry will look to replicate the results. On the other hand, if it fails, then the industry will either use the strategy as a cautionary tale or case study on what not to do.
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With the COVID19 pandemic restricting movement and all social gatherings, it is fair to point out that the league’s future sales and promotions are under significant threat. This is because all events and activities have been halted to contain the spread of the virus. All is not lost, however. WAISAL can keep the flames burning by moving their events and activities online through hackathons and esports leagues. Esports, especially, has great potential to attract more than the member schools. WAISAL can organize an online competition between teams formed from the fans and the schools. Just like fan interactions, the esports leagues could potentially attract sponsorship and advertisement deals. On the other hand, the impact this strategy will have on the global sports industry is that it will draw more attention to how the league works. While the attention is good (translates to sales and promotions), it is also risky if more schools join up with their leagues creating stiff competition. These are just a few means of enhancing the sales and promotions for the league.
