Knowledge Management in Scottish Football The Supporters Perspective

The author has a personal interest in professional sports in particular football. Having been a fan of sports teams and through the study of knowledge management and a previous degree in marketing and business the author considers linking these areas as a good opportunity for research. The focus of the research is on professional clubs in Scottish football looking at knowledge management particularly from the fans perspective examining their role as knowledge assets to the organisation. Looking at many football clubs and their ownership in Scotland in many cases the owners are football fans and were a supporter of their team before they took ownership. Such individuals are arguably knowledge assets to their teams as they know how it feels to be a supporter and so have some understanding of the type of customers football fans are. Football fans like any other professional sports fans are often referred to as being fanatics of the brand they follow. However crowds have shown a significant drop other the years and fans have found other things to do perhaps and some may be forever lost to the sport, while customer acquisition seems to have had limited success.