Welcome to The Elusive Blog. We will use this space to discuss the latest issues in the business of attracting and engaging The Elusive Fan.

One of the points we emphasize in the book is how competitive and fragmented the marketplace has become. The most recent example of this increasingly pressurized environment is last night's premiere of The World Series of Darts on ESPN. Following the formula of its successful World Series of Poker brand, ESPN is combining innovations in television technology and proven star power strategies to launch its newest venture. Suddenly, the game of darts you played in a friend's basement or in the backroom of a bar was thrust onto national television and garnished with dramatic music, enthusiastic announcers, and light fixtures reminiscent of a rock concert.

While the darts experiment could very well fail, it is an example of the ways that media is creating new opportunities for previously little known sports (ESPN is also developing a new series based on dominos.) The launch of the WSOD also means that the traditional sports on the professional, college, high school, and club level now face yet another competitor in this volatile and fragmented market. How long will it be until the high school darts team outdraws the basketball squad? On the surface, this may seem like a nonsense question, but it could one day demand serious attention, especially when considering the new realities of The Elusive Fan.

This entry was posted by Ben Shields on Wednesday, July 19. 2006 at 17:40. You can leave a response, or trackback from your own blog.