Offer exclusivity

With the goal of filling seats in mind, sporting events will have to start walking a fine line of providing exclusive events and experiences to their guests (Dimensional Innovations) Offer exclusivity means that it is offered to a small ‘privileged’ group and that it makes them give a prestige value or feel special. For example, A VIP pass could re-frame this in terms of exclusivity (Deloitte). A very important person, or VIP, is one who is accorded special membership. Fast-forward to the 21st century and VIP status is appearing in many commercial service offerings, for which consumers can pay for the privilege for VIP membership (Fombelle).

Stadium and football clubs invite consumers to pay a premium to receive exclusive VIP group membership. These VIP offerings not only offer consumers access to new experiences, but also provide a sizeable profit for firms (Koba). Having a VIP  status often hold significant influence within an institution (Jones); therefore, it is becoming increasingly common to recognize and honour their status through granting them privileges. VIP experiences hold a number of attributes that previous research suggested denote prestige (Jones & Moital). According to Fitzsimmons, the creation of value through memorable experiences requires that these unfold over time. In the context of prestigious sports events, participants acknowledged that memorability starts well before the actual event and continues after the event (Vigneron).  

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