Customer Engagement in Sport: An updated review and research agenda

Heath McDonald , Rui Biscaia, Masayuki Yoshida, Jodie Conduit, Jason Doyle

Research output: Contribution to journalReview articlepeer-review

14 Citations (SciVal)
355 Downloads (Pure)


Customer engagement (CE) is an emerging perspective that provides a holistic view of the ways in which customers’ interactive experiences with organizations create value for both the parties. Central to this, is the need to develop an understanding of why a customer would choose to invest their resources (cognitive, emotional, and behavioral) with an organization, to be able to better facilitate this engagement and properly value the outcomes from it. Sport, with its inherently strong interactions for both participants and fans, would seem an ideal setting to study CE. To date, however, the CE work in sport domains has largely followed established paths. Given CE’s potential to unify many disparate areas of sport research, this paper presents a comprehensive review of the CE work to date and highlights several ways sport can leverage and advance this work through both academic research and management practice.
Original languageEnglish
Pages (from-to)289-304
Number of pages16
JournalJournal of Sport Management
Issue number3
Early online date20 Apr 2022
Publication statusPublished - 1 May 2022


  • conceptual model
  • customer engagement
  • fans
  • participants
  • relationships

ASJC Scopus subject areas

  • Decision Sciences(all)
  • Orthopedics and Sports Medicine
  • Physical Therapy, Sports Therapy and Rehabilitation
  • Organizational Behavior and Human Resource Management


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