An exploratory examination of the strategic direction of the Gaelic Athletic Association via theapplication of sports marketing segmentation bases

Damian Gallagher, Audrey Gilmore

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)


The purpose of this paper of this study was to go beyond the predominantly conceptual or normative approach found in the market segmentation literature and focus not only on its actual application but to review the empirical findings themselves (Foedermayer and Diamantopoulos, 2008) so as to provide the basis for identifying and understanding new segments and assessing the strategic development of the Gaelic Athletic Association (GAA) in Ireland in order to ensure its continued survival, growth and prosperity.
Original languageEnglish
JournalMarketing Intelligence & Planning
Issue number2
Publication statusPublished - 1 Mar 2016

Bibliographical note

Reference text: Alexandris, K. and Tsiotsou, R.H. (2012), “Segmenting soccer spectators by
attachment levels: a psychographic profile based on team self-expression and
involvement”, European Sport Management Quarterly, Vol. 12, No. 1, pp. 65-81.
Bartley, B. and Kitchin, R. (2007), Understanding Contemporary Ireland, Pluto
Press, London.
Bazeley, P. (2011), Qualitative Data Analysis with Nvivo, Sage Publications, London.
Beane, T.P. and Ennis, D.M. (1987), “Market segmentation: a review”, European
Journal of Marketing, Vol. 21, No. 5, pp. 20-42.
Brasch, R. (1986), How Did Sports Begin, Tynron Press, Scotland.
Carson, D., Gilmore, A., Perry, C. and Gronhaug, K. (2001), Qualitative Marketing
Research, Sage Publications Ltd, London.
Carter, D.M. (2011), Money Games: Profiting from the Convergence of Sports and
Entertainment, Stanford University Press, USA.
Casper, J. (2012), “Sport commitment, participation frequency and purchase
intention: Segmentation based on age, gender, income and skill level with US Tennis
participants”, European Sport Management Quarterly, Vol. 7, No. 3, pp. 269–282.
Chadwick, S. (2009), “Sport Facing Unprecedented Problems in the Face of Global
Recession: A Commentary”, available at: (Accessed on 05 August 2014).
Clemes, M., Brush, G.J. and Collins, M.J. (2011), “Analysing the professional sport
experience: A hierarchical approach”, Sports Management Review, Vol. 14, pp.370-
Coe, S., Teasdale, D. and Wickham, D. (1992), More Than a Game: Sport in Our
Time, BBC Books, London.
Connolly, J. and Dolan, P. (2012), “Sport, media and the Gaelic Athletic Association:
the quest for the youth of Ireland”, Media, Culture & Society, Vol. 34, No. 4, pp. 407–
Coffey, A. and Atkinson, P. (1996), Making Sense of Qualitative Data:
Complementary Research Strategies, Sage Publications, London.
Costa, C.A. (2005), “The status and future of sport management: a Delphi study”,
Journal of Sport Management, Vol. 19, No. 2, pp. 117-142.
Craft, F. and Hassan, S.S. (2006), “Global consumer market segmentation strategy
decisions and managerial assessment of performance”, Developments in Marketing
Science, Vol. 29, pp. 26-30.
Downloaded by University of Ulster At 02:31 15 March 2016 (PT)
Darby, P. (2006), ‘Emigrants at play: Gaelic games and the Irish diaspora in
Chicago’, Sport in History, Vol. 26, No. 1, pp. 47-63.
Davis, J.A. and Hilbert, J.Z. (2013), Sports Marketing: Creating Long Term Value,
Edward Elgar Publishing Ltd, Cheltenham, UK.
Delaney, L. and Fahey, T. (2005), “The social and economic value of sport in
Ireland”, unpublished report of the Economic and Social Research Institute Dublin,
available at, (accessed 29th June 2014)
Devine, A. and Devine, F. (2002), “Sports tourism: marketing Ireland’s best kept
secret – the Gaelic Athletic Association”, Irish Journal of Management, September,
Dibb, S. (1998), “Market segmentation; strategies for success”, Marketing
Intelligence and Planning, Vol. 16, No. 7, pp. 394-406.
Dickson, P.R. and Ginter, J.L. (1987), “Market segmentation, product differentiation,
and marketing strategy”, Journal of Marketing, Vol. 51, pp. 1-10.
Fabisch, N. (2006), Fundraising, dtv Publishing, Munich, Germany.
Fisher, R. and Wakefield, K. (1998), "Factors leading to group identification: A field
study of winners and losers", Psychology & Marketing, Vol. 15, No. 1, pp. 23-40.
Foedermayr, E.K. and Diamantopoulos, A. (2008), “Market segmentation in practice:
Review of empirical studies, methodological assessment, and agenda for future
research”, Journal of Strategic Marketing, Vol. 16, No. 3, pp. 223-265.
Freyer, W. (2003), Sport-Marketing, FIT publishing, Dresden, Germany.
Frost, L. (2004), “Globalisation and the future of indigenous football codes”,
Economic Papers, Vol. 23, No. 4, pp. 355-368.
Fullerton, S. (2007), Sports Marketing, McGraw-Hill, London.
Fullerton, S. and Johnson M.M. (2009), “Sports Marketing in an Economic
Quagmire”, paper presented at the seventh annual Sport Marketing Association
Conference, Cleveland, Ohio.
Funk, D.C. and James, J. (2001), “The psychological continuum model: a conceptual
framework for understanding an individual's psychological connection to sport”,
Sport Management Review, Vol. 4, No. 2, pp. 119-150.
Gallagher, D., Gilmore, A. and Stolz, A. (2012), “Marketing small sports clubs: from
fundraising to social entrepreneurship”, Journal of Strategic Marketing, Vol. 20,
No.3, pp. 231-248.
Ghauri, P.N. and Grønhaug, K. (2005), Research Methods in Business Studies: A
Practical Guide, Pearson Education, London.
Downloaded by University of Ulster At 02:31 15 March 2016 (PT)
Giulianotti, R. (2002), “Supporters, followers, fans, and Flaneurs: a taxonomy of
spectator identities in football”, Journal of Sport & Social Issues, Vol. 26, No. 1, pp.
Guttman, A. (1985), “The sacred and the secular”, in Vanderwerken, D. L. and Wertz,
S.K. (Eds.), Sport Inside Out, Texas Christian University Press, Fort Worth, Texas,
pp. 298-308.
Hansen, H. and Gauthier, R. (1989), “Factors affecting attendance at professional
sport events”, Journal of Sport Management, Vol.3, No. 1, 15-32.
Harris, K. and Elliott, D. (2007), “Segmentation, targeting & positioning in sport”. in
Beech, J. and Chadwick, S. (Eds.) The Marketing of Sport, Prentice Hall, London, pp.
Hassan, D. (2010), “Governance and the Gaelic Athletic Association: time to move
beyond the amateur ideal?”, Soccer and Society, Vol. 11, No.4, pp.141-427.
Hooley, G.J., Saunders, J.A. and Piercy, N. (2004), Marketing Strategy & Competitive
Positioning, Prentice Hall, Europe.
Humphreys, B.R. (2010), “The Impact of the Global Financial Crisis on Sport in
North America", in Butenko, S., Panos Pardalos, P. and Lafuente, J.G. (Eds.),
Optimal Strategies in Sports Economics and Management, Springer Publications:
New York.
Hunt, K.A., Bristol, T. and Bashaw, R.E. (1999), “A conceptual approach to
classifying sports fans”, Journal of Services Marketing, Vol. 13, No. 6, 439-452.
Kahle, L.R., Kambara, K.M. and Rose, G.M. (1996), "A functional model of fan
attendance motivations for college football", Sport Marketing Quarterly, Vol. 5, pp.
Keeler, I. and Wright, A. (2013), “Amateurism in an age of professionalism: an
empirical examination of an Irish sporting culture - the GAA”, International Journal
of Business and Social Research, Vol. 3, No. 4, pp. 1-13.
Kelley, S.W. and Turley, L.W. (2001), “Consumer perceptions of service quality
attributes at sporting events”, Journal of Business Research, Vol. 9, No. 2, pp.208-
Krippendorf, K. (2004), Content Analysis: An Introduction to its Methodology, Sage
Publications, California, USA.
Kuhling, C. and Keohane, K. (2007), Cosmopolitan Ireland: Globalisation and
Quality of Life, Pluto Publications, London.
Kumar, N., Stern, L.W. and Anderson, J.C. (1993), "Conducting interorganisational
research using key informants", Academy of Management Journal, Vol. 36, No. 6, pp.
Lindahl, W.E. (2010), Principles of Fundraising, Jones and Bartlett Publishers,
Sudbury, UK.
McAnallen, D., Mossey, P. and Moore, S. (2007), “The temporary diaspora at play:
the development of Gaelic games in British universities”, Sport in Society, Vol. 10,
No. 3, pp. 402-424.
Downloaded by University of Ulster At 02:31 15 March 2016 (PT)
Mullin, B.J., Hardy, S. and Sutton, W. A. (2007), Sport Marketing, Human Kinetics,
Leeds, UK.
Nash, R. (2000), “Contestation in modern English football: the independent
supporters association movement”, International Review for the Sociology of
Sport, Vol. 35, No. 4, pp. 465-486.
Nemec, B.M. (2012), “Tailgating at collegiate sporting events”, poster session at the
20th Annual Graduate Education & Graduate Student Research Conference on
Hospitality and Tourism, University of South Florida, USA.
Pedersen, P.M. and Pitts, B.G. (2001), “Investigating the body of knowledge in sport
management: a content analysis of Sport Marketing Quarterly”, The Chronicle of
Physical Education in Higher Education, Vol. 13, No. 3, pp. 22-23.
Peetz, T.B. and Reams, L. (2011), “A content analysis of Sport Marketing Quarterly:
1992-2011”, Sport Marketing Quarterly, Vol. 20, No. 4, pp. 209-218.
Pitts, B., Danylchuk, K., Quarterman, J. and Cianfrone, B. (2014), “Examining the
body of scholarship in sport management: a content analysis of the European Sport
Management Quarterly”, Sport Management International Journal, Vol. 10, No. 2,
pp. 45-72.
Quick, S. (2000), “Contemporary sport consumers: some implications of linking fan
typology with key spectator variables”, Sport Marketing Quarterly, Vol. 9, No. 3, pp.
Quinn, P. (2009), “From Tigh Mor to Croke Park”, in McAnallen, D., Hassan, D. and
Hegarty, R. (Eds.), The Evolution of the GAA: Ulaidh, Eire Agus Eile, Stair Uladh,
Ulster History Foundation, Ireland, pp. 42-50.
Ratten V. and Ratten, H. (2011), “International sport marketing: practical and future
research implications”, Journal of Business & Industrial Marketing, Vol. 26, No. 8,
Richards, L. (1999), Using Nvivo in Qualitative Research, Sage Publications, London.
Rusnah, M. (2012), “Segmentation and brand positioning for Islamic financial
services’, European Journal of Marketing, Vol. 46, No. 7/8, pp. 900-921.
Saunders, M., Lewis, P. and Thornhill, A. (2007), Research Methods for Business
Students, Financial Times, Prentice Hall, UK.
Shannon, J.R. (1999), “Sports marketing: an examination of academic marketing
publication”, Journal of Services Marketing, Vol. 13, No. 6, pp. 517-535.
Shilbury, D., Quick, S. and Westerbeek, H. (2009), Strategic Sport Marketing,
Allen and Unwin Publishers, Crow’s Nest, Australia.
Silverman, D. (2006), Interpreting Qualitative Data: Methods for Analysing Talk,
Text and Interaction, Sage Publications, UK.
Smith, W. (1956), “Product differentiation and market segmentation as alternative
marketing strategies”, Journal of Marketing, Vol. 21, pp.3-8.
Downloaded by University of Ulster At 02:31 15 March 2016 (PT)
Stewart, D.W. and Shamdasani, P.N. (1990), Focus Groups Theory and Practice,
Sage Publications, London.
Stewart, B., Smith, A.C. and Nicholson, M. (2003), “Sport consumer typologies: a
critical review”, Sport Marketing Quarterly, Vol. 12, No. 4, pp. 206-216.
Taks, M. (2010), “The Impact of the Economic Recession on Sport Participation in
Local Communities”, paper presented at the North American Society for Sport
Management Conference, Tampa, Florida.
Tapp, A. and Clowes, J. (2002) “From ‘carefree casuals’ to ‘professional wanderers’:
segmentation possibilities for football supporters’, European Journal of Marketing,
Vol. 36, No. 11, pp.1248-1269.
Van Maanen, J. (1979), "Reclaiming qualitative methods for organizational research:
a preface", Administrative Science Quarterly, Vol. 24, No. 4, pp. 520-526.
Watson, J. J., and Rich, A. (2000), “From ‘players’ to ‘voyeurs’: a six-category
typology of sports fans”, Unpublished manuscript, University of Canterbury.
Wind, Y. (1978), “Issues and advances in segmentation research”, Journal of Marketing Research, Vol. 15, August, pp. 317-337.


  • Sports Marketing
  • Segmentation
  • Indigenous Football
  • Gaelic Football
  • Ireland


Dive into the research topics of 'An exploratory examination of the strategic direction of the Gaelic Athletic Association via theapplication of sports marketing segmentation bases'. Together they form a unique fingerprint.

Cite this