Fan and Participant Engagement (FPE) explores the use of relationship marketing and communication strategies to create meaningful dialog with consumers. This dialog (engagement) leads to a number of consumer attitudes and behaviours which can be leveraged by organisations to provide positive outcomes. Central to this is a number of principles, theories and concepts. Knowledge of these is essential to form a deep understanding of this sphere and to develop and operationalise industry strategies.

Question

Consider the following diagram. Presented is a typology of modern sporting organisations and the focus of their engagement activities. This can be a Fan focus, a Participant focus, and a Combined (Hybrid) focus. What is meant by Fan, Participant and Combined Focus in this context? What organisations should have a Fan, Participant or Combined focus? What FPE theories are relevant for organisations in each of these segments?