CHAPTER 1: Introduction
1.1 Research Aim
This dissertation aims to create an Integrated Marketing Communications campaign to leverage and enhance the brand identity of Modern Future FC (Football Club).
1.2 Background of the Study
1.2.1 Marketing Issue Facing Modern Future FC
Modern Future Football Club faces a marketing challenge based on its limited ability to establish and improve its brand identity, a critical factor influencing its performance in the highly competitive sports sector. Furthermore, the establishment of a powerful brand identity is critical for creating customer loyalty and achieving market differentiation (Kotler and Keller, 2016). However, without a distinct and persuasive brand identity, Modern Future FC might encounter difficulties in attracting supporters, sponsors, and opportunities to generate revenue (Keller, 2013). This holds remarkable importance within sports marketing, as renowned organisations such as Barcelona and Real Madrid have leveraged their powerful brand identities to achieve worldwide recognition (Powers, 2012).
Considering this concern, the main objective of this dissertation is to develop a comprehensive IMC (Integrated Marketing Communications) campaign for Modern Future FC. An IMC strategy delivers a clear and coherent message to the target audience by integrating multiple marketing communication channels, including advertising, content marketing, social media strategy, and the website (Belch & Belch, 2018). By implementing IMC strategies, Modern Future FC can successfully express its values and distinguish selling points to potential and current supporters, thus enhancing its brand identity (Cornwell & Maignan, 2013).
1.2.2 Background of Modern Future FC
The Egyptian division of The Coca-Cola Company owned the club from the time it was founded in 2011 until 2021 (Al Ain, 2021). Coca-Cola achieved a historic first-ever promotion to the 2021–2022 Egyptian Premier League during their final season under that name, having finished first in their division in the 2020–2021 Egyptian Second Division (KingFut, 2021). The club was reportedly acquired by Future Company for Sports Investments on September 2, 2021, for an estimated 80 million EGP (equivalent to €4 million). In connection with the acquisition, the club was renamed Future FC (Ali, 2021). Future qualified for the CAF Confederation Cup despite finishing fifth in their initial season of the Egyptian Premier League, because the league had not concluded by the CAF deadline. The club was eliminated in the group stage of the Confederation Cup because of an error in Ahmed Refaat's registration; consequently, all matches in which this player was involved were considered forfeited. Future emerged victorious in the inaugural Egyptian League Cup during the 2022–2023 season by defeating Ghazl El-Mahalla 5–1 in the championship match. In the meantime, they qualified for the Confederation Cup for a second consecutive season by finishing fourth in the league (Egyptian Premier League, 2023). The club was rebranded as Modern Future FC in August 2023, following a change in ownership, in preparation for the 2023–2024 season (one3.news, 2023).
1.2.3 Overview of the football industry in Egypt
The Egyptian football industry is deeply connected with the culture and civilisation of the country, as evidenced by legendary clubs such as Al Ahly SC (Sports Club) and Zamalek SC in the Egyptian Premier League. The Cairo Derby, a fierce competition between these clubs, serves as a representation of the enthusiasm and excitement that characterise Egyptian football. The significance of football in Egypt is further enhanced by the seven Africa Cup of Nations titles won by the national team (Rommel, 2014). Ongoing investments in the future of the sport can be seen in efforts to update infrastructure and cultivate young talent (Sayed & Abdo-alsoua, 2022). Nevertheless, the persistence of challenges such as security concerns and governance problems emphasises the necessity for enhanced regulation (Ahmed & El Asbah, 2018). Despite challenges, football continues to serve as an inspiration for unity and a source of national pride, demonstrating the sport's ongoing importance and durability in Egyptian society (Hopkins, 2016).
1.3 Research Questions
How can IMC Campaign leverage and enhance modern future FC brand identity? 
•	How can social media platforms and digital marketing channels be utilized to amplify the reach and engagement of Modern Future FC's brand identity?
•	How can a football club's website effectively leverage and enhance its brand identity to engage fans, and attract sponsors?
•	How can content marketing strategies be utilized by Modern Future FC to maximize reach and engagement with their fans?
1.4 Research Objectives
To develop and implement an Integrated Marketing Communications (IMC) Campaign that leverages and enhances the modern future FC brand identity.
•	To successfully use social media and other forms of digital advertising to expand Modern Future FC's brand awareness and get more people engaged with it.
•	To examine different approaches to improve a football club's website so that it strengthens its brand identity, gets fans engaged, and attracts possible sponsors.
•	Use concentrated methods and channels to make Modern Future FC's content marketing strategies perform effectively for reaching and engaging fans. 
1.5 Research Methodology Overview
This study takes a mixed-method approach, combining qualitative and quantitative approaches to thoroughly examine the creation of a new Integrated Marketing Communications (IMC) campaign targeted at utilising Modern Future FC's brand identity.
The interview with the Chairman of Modern Future FC, Dr. Walid Deabes, was conducted solely to identify the marketing problem Modern Future FC is facing. The chairman’s insights offered invaluable perspectives into the organisation's strategic direction. Additionally, Four focus groups were conducted, with three of them comprising four participants each and one consisting of five participants. These focus groups provided a platform for insightful discussions on consumer preferences, brand evaluation, and communication preferences related to football club websites and social media engagement. 
Within the quantitative part of the study, efforts are made to provide statistical information about how and why people use different types of media outlets, like TV, social media, and billboards. This approach allows for the accurate collection of a huge quantity of data by sending out about 500 survey forms. The collected data can then be utilised to look at the common themes and trends. Furthermore, utilising quantitative metrics obtained from quantitative information is going to assist in making sense of the processes involved in selecting the most suitable and effective communication channel for the IMC strategy.  To dig deeper into the motives, behaviours, and perceptions of Modern Future FC fans, the qualitative component of the study involves focus groups and interviews in addition to the quantitative analysis. Setting up five focus groups with five to six volunteers or followers each will lead to insightful conversations on consumer preferences, brand evaluation, and communication preferences. Moreover, crucial to the development of an effective IMC campaign are the objectives, values, and strategic progression of the organisation. In this context, four interviews with the Chairman of Modern Future FC will offer invaluable information. This study seeks to understand organisational dynamics and customer behaviour to help Modern Future FC construct an effective IMC campaign. This will be done using qualitative and quantitative methods.
1.6 Structure of the Thesis
Chapter 1, The introduction contains the research objective and relevant structure of the study, which entails the marketing challenge currently confronting Modern Future FC, the organization's history, and a summary of the football sector in Egypt. In addition, the methodology, research questions, and objectives are included.
Chapter 2 reviews the literature. The literature review chapter defines Integrated Marketing Communications (IMC) as it applies to the football industry, emphasising its key importance.  The paper examines three essential tools: offline advertising for football clubs and its significance; content marketing's potential to increase revenue and fan engagement; and social media strategy's advantages in terms of generating revenue streams, enhancing club image, and increasing fan engagement. Furthermore, it emphasises the significance of websites that are effectively designed. Additional topics covered in the chapter include brand identity, emphasising the psychological impact of branding colours and the significance of logos and strategic brand names. Additionally, the article explores discussing its potential for building sponsorships and partnerships.
Chapter 3, the study's methodology and plan are examined in greater depth. This builds on the research questions and goals that were presented in Chapter 2. The study uses a methodological approach which is assessed thoroughly to make sure the research plan and methods are both accurate and comprehensible. The chapter gives a detailed explanation of the study design, taking a closer look at the data-gathering techniques used and the various steps that were taken to analyse the data.	
Chapter 4, analysis and findings, meticulously examines sports marketing strategies at Modern Future FC, drawing from data collected through interviews, focus groups, and questionnaires. Insights from Dr. Walid's interview highlight hurdles in brand identity and campaign effectiveness alignment. Focus groups delve into fan preferences, website challenges, social media impact, and branding. Questionnaire analysis deepens understanding of fan engagement, brand identity, and its impact on loyalty, offering guidance for effective marketing and fan connections.
CHAPTER 3: Methodology
3.1 Introduction 
This research is also applied in nature, as it uses a mixed-method approach, which means it will be both qualitative and quantitative, for full-fledged research accomplishment. This methodological technique allows a greater study of the experience under study for an enhanced understanding of the complex issues arising from it. This part is set to explain what qualitative and quantitative methods are and how each of them is applied. After, an evaluation of how important they are for making study results more reliable will be given.
Qualitative research is different because it uses the subjective experiences, points of view, and contextual information of participants to figure out what the problems are (Creswell & Creswell, 2017). This method investigates the variety and complexity of human behaviour and social relationships by using methods like focus groups, interviews, observations, and content analysis (Patton, 2015). By looking at human experiences and social settings, qualitative methods help us understand how complicated human experiences are and how people make sense of them (Creswell, 2021). Quantitative study, on the other hand, focuses on measuring and looking at numbers to find patterns, correlations, and changes (Creswell, 2021). This method uses organised tools, like experiments, surveys, and statistical analyses, to gather practical information and test theories (Bryman, 2016). Quantitative methods allow researchers to conclude, predict what will happen in the future, and judge the significance of how factors are related to each other by using organised data collection and statistical inference (Creswell, 2021). Either qualitative or quantitative research methods can be useful. According to Creswell (2021), qualitative methods help researchers understand complicated problems by showing how people's lives and social situations work. Qualitative methods help us understand better by considering context and opinion. In addition, they give us detailed information that helps us understand the meaning of numbers (Patton, 2014).
On the other hand, quantitative methods give room for the measurement and analysis of events with a lot of accuracy and precision. They let the researcher count the occurrences of events, determine the cause of the event, and permit the results to be applied to many people. (Bryman, 2016) Notably, the reliability and validity of the study findings are strengthened via the use of statistical methods in making decisions and developing ideas based on facts.
Researchers can use quantitative methods to accurately measure and analyse things, which helps them figure out how many things happen, what causes them, and how to use their findings with bigger groups of people (Bryman, 2016). Statistical tools like regression analysis, IBM SPSS Software, and study design are used in quantitative research to make sure that the numbers are correct and the results are reliable (Creswell, 2021). Researchers can use this organised method to find patterns, trends, and links between factors. This makes it easier to use facts to make decisions and policies (Bryman, 2016). Number-based approaches are also helpful because they can be used over and over. After all, the standard steps and measurements allow for the same way of gathering and analysing data in different studies and situations (Creswell, 2021). Large sample sizes in quantitative research can facilitate the application of the findings, allowing researchers to say more about the entire group they are researching (Bryman, 2016).
3.2 Research Design and Approach 
Mixed methods research, characterized by a combination of qualitative and quantitative methodologies, offers an inclusive research approach (Creswell, 2021). Researchers can enhance understanding of complicated subjects, verify interpretations, and establish connections between findings by employing the benefits of both approaches (Johnson & Onwuegbuzie, 2004). The integration of qualitative and quantitative methodologies simultaneously enhances the dependability, precision, and uniformity of research findings, thereby advancing the field on a theoretical and research level (Rose & Johnson, 2020).
Using mixed methods of research is an important part of creating an Integrated Marketing Communications plan that will enhance Modern Future FC's brand identity.  It is possible to obtain an in-depth analysis of the campaign's efficiency as well as a deep understanding of the attitudes and views of the target audience about the brand by combining qualitative and quantitative approaches (Joaddan, 2024). Numerical insights on metrics like as engagement and reach can be obtained from quantitative data. Moreover, qualitative research approaches facilitate an enhanced knowledge of customer preferences and attitudes (Boujena et al., 2021). The integration of quantitative and qualitative methodologies has enhanced the credibility and validity of the research findings. Additionally, the insights provided by the study are practical and implementable, which is crucial for the effective execution and advancement of the Integrated Marketing Communications campaign for Modern Future FC.
3.3 Sampling
This research, which used a study research approach, aimed to create an integrated marketing campaign (IMC) that leveraged Modern Future FC's brand identity while offering an in-depth understanding of that brand. This study used a non-probability selection strategy, namely a purposive technique, to pick participants who would fulfil the study's aims and answer the research questions.  Moreover, the technique of snowball sampling was employed to identify individuals who could provide a larger volume of relevant data and information for the study. The principal techniques utilised for gathering data included in-depth interviews, focus groups, and survey questions. Two interviews with the Chairman of Modern Future FC were conducted. 
In this study, a non-probability sampling approach is utilised, specifically a purposive technique, to facilitate participant selection by the study's objectives and research question. In-depth qualitative research is ideally adapted for purposive sampling (Miles, Huberman, & Saldaña, 2014). In purposeful sampling, the researcher intentionally selects a sample from which the greatest amount of knowledge can be gained (Daymon and Holloway, 2011). The sampling units are selected based on particular attributes or qualities that facilitate an in-depth investigation and understanding of the constructs and research questions under investigation. The purpose of selecting sample members is to ensure that their connection with the research key constructs is accurately reflected. The sample will comprise Egyptian Premier League football enthusiasts. 
In this study, snowball sampling is also used. This is done by asking the people being interviewed to name other people they know who meet the selection criteria (Ritchie et al., 2014). For this study, snowball sampling is used to find people who can help gather more data and information that is useful to the study. The target group will be football fans between the ages of 18 and 65. The sampling population will be people who live in cities in Egypt. A sample size of 500 people is chosen at random from this group using a simple random sampling method. This sample size was chosen to make sure that it is a good representation of the whole community. This way, the results can be applied to all adults in the city being studied.
3.4 Data Collection Method
We collect a lot of data for our study by using both qualitative and quantitative methods together. This helps us learn more about our research topic. We get different points of view and ideas through interviews, focus groups, and survey questionnaires. Modern Future FC's marketing gap is investigated in depth through interviews, dynamic discussions, and idea generation in focus groups. Questionnaires also make it easy to collect large amounts of numeric data in a structured way, which makes it easier to find trends across a larger group of people. This combination of methods makes sure that there is good evidence for careful analysis and a full understanding of the subject.
3.4.1 Semi-structured In-depth Interviews 
Babbie and Mouton, (2011) define a qualitative interview as “an interaction between an interviewer and a respondent in which the interviewer has a general plan of inquiry but not a specific set of questions that must be asked in particular words and a particular order”. (Dörnyei, 2007) calls interviews "a natural and socially acceptable" data collection method because they can be done on many topics and in different settings. And many scholars believe interviews are a good social research method because they allow "direct" speech explanations of human behaviour (Berg, 2007).  
For this interview, the Chairman of Modern Future FC (Dr. Walid Deabes) was interviewed. This interview disclosed the business's objectives, vision, and challenges.  He addressed the group regarding the brand identity, market positioning, and future of Modern Future FC. The concerns of Modern Future FC were also assessed. The discussions enabled the identification of the club's requirements and objectives, which consequently informed the development of the Integrated Marketing Communications (IMC) campaign aimed at reinforcing its brand persona. The primary objective is to tailor a campaign to effectively resolve the brand's weaknesses and leverage its strengths to achieve competitive relevance and efficiency. The interview ultimately provided the researcher with practical insights, internal knowledge, and practical advice that assisted the group in developing an effective IMC campaign for Modern Future FC.
Academic research on brand-based IMC campaigns requires Chairman interviews: Chairmans illuminate an organization's trajectory, market position, and challenges. By directly involving decision-makers, these interviews provide authentic research perspectives (Abatecola et al., 2020). Chairmen develop effective strategies by understanding competitive environments and industry trends. Hambrick and Finkelstein (2009) mention that interviews between academics and industry professionals connect theory and practice. In the case of this project, it was critical to gain Dr. Walid’s insights on Modern Future FC’s current brand identity and challenges via interview, to tailor an effective IMC campaign.
The interview, conducted on February 12th in Dr. Walid Deabes's office and lasting for 2 hours, confirmed the effectiveness and dependability of the IMC method. Collaborating solely with Dr. Walid, we formulated brand-authentic strategies leveraging current market trends to engage the target group effectively. These insights not only prolonged the campaign impact but also aligned closely with the chairman's objectives. Furthermore, the singular interview informed and enhanced our study, providing the necessary tools and information for an integrated marketing communication campaign, thereby fortifying Modern Future FC's brand identity. Conducting only one interview with Dr. Walid ensured a focused and comprehensive understanding while optimizing resources for strategic development.
3.4.2 Focus Groups
Focus groups represent a qualitative research approach where a small group of individuals from diverse backgrounds convenes to discuss and express opinions about a particular product or service, providing valuable insights and perspectives (Krueger & Casey, 2014). These discussions delve into participants' attitudes, opinions, and personal experiences, aiming to uncover nuanced motivations and viewpoints that quantitative methods may not fully capture.
In this research study, utilizing focus groups was imperative to gauge the sentiments of the target audience regarding the brand personality of Modern Future FC and to identify areas for potential improvement. This method facilitated in-depth qualitative exploration, allowing the researchers to delve into detailed perspectives and generate ideas collaboratively. Moreover, following established qualitative research practices ensured the quality and depth of insights gathered, enhancing the richness of the data for developing the Integrated Marketing Communications (IMC) campaign.
The advantages of employing focus groups in the study were manifold. Firstly, it enabled the researchers to gather specific qualitative data by providing participants with a platform to articulate their thoughts, emotions, and opinions concerning Modern Future FC's brand identity (Krueger & Casey, 2015). Secondly, the interactive nature of focus groups encouraged participants to engage in dialogue, enabling the ability to explore diverse viewpoints and unearth insights that might not have been accessible through other research methods (Morgan, 1996). Additionally, the collaborative environment fostered creativity and innovation, contributing to the development of more effective IMC marketing strategies (Stewart & Shamdasani, 2014).
Each of the four focus groups that were conducted consisted of participants from different geographical locations, ensuring a broad spectrum of perspectives and informed decision-making. As the facilitator and moderator of these focus groups, the researchers' role was to guide discussions, encourage participation, and ensure all participants had the opportunity to contribute their insights.
Audio recording was conducted during the focus group sessions to ensure proper capture of the conversations. These recordings were then transcribed for in-depth analysis and documentation of important insights. Furthermore, the researchers utilized probing techniques such as open-ended questions and follow-up queries to delve deeper into participants' responses, clarify ambiguities, and stimulate further discussion on topics crucial to our research objectives. By employing this method, the researchers were able to obtain extensive and detailed insights, enhancing the qualitative data obtained from the focus groups. The focus group sessions commenced on March 30th, with each session lasting approximately 30 minutes. These sessions were integral to our research methodology, providing valuable qualitative data that informed the development of our IMC campaign for Modern Future FC.
3.4.3 Questionnaires 
Questionnaires are a type of quantitative study that collects standard data from a lot of people in an organised manner.  The goal is to get structured information on certain factors of interest by giving participants a list of questions that have already been thought out (Fowler Jr., 2013). Questionnaires also make it easy to count answers, which makes statistical analysis and extrapolation of results easier. Questionnaires are a good way for this study to find out how the target audience feels about the Modern Future FC brand identity and what they would like to see changed about it. To begin, surveys make it easy to get information from a large group of individuals, which ensures a full picture of the opinions and attitudes of the target group (Fink, 2015). The results are more reliable and useful because they come from a lot of different types of study, which was very important for helping to make the IMC campaign. Also, people who fill out surveys know that their answers will be kept private, which may make them more likely to give honest answers, especially when talking about things like brand perception (Dillman et al., 2014). 
The researchers collected 504 respondents from the Questionnaire Survey that they distributed through sharing on their LinkedIn profiles, Instagram profiles, WhatsApp groups, student entities, clubs, and through family and friends. The collection of these respondents occurred over 3 weeks. The questionnaire is meant to get feedback from football fans so that an Integrated Marketing Communications plan can be made that focuses on making Modern Future FC's brand identity stronger. By focusing on elements including the significance of logos, branding colours, social media presence, and brand positioning. Moreover, it effectively fits with the research objective by gaining insight into the preferences and perceptions of fans. This study aims to customize marketing approaches that efficiently attract the intended demographic of Modern Future FC. Ultimately, this will contribute to the enhancement of the club's brand identity within the Egyptian Football League.
3.5 Data Analysis Techniques 
Qualitative analysis was conducted for the four focus group interviews with football fans. The process began with audio recordings of the interviews, which were then transcribed and translated from Arabic to English manually using Word Document. Utilizing coding techniques, the responses from the focus group participants were systematically coded, allowing for the identification of themes and patterns within the data. In addition, highlighting key words resonating the most repetitive key ideas mentioned by the focus group members as well as counting how many times it was expressed. This approach enabled a comprehensive exploration of the perspectives and insights shared by the football fans, providing valuable qualitative data for further analysis and interpretation regarding implementing the IMC Campaign.
The data analysis for our thesis focused on leveraging brand identity for Modern Future FC in the Egyptian Football League through an Integrated Marketing Communication (IMC) campaign. A total of 504 respondents participated in the questionnaire, providing valuable insights into their perceptions and preferences regarding football team brand identity and engagement. The questionnaire covered demographic information such as age, gender, occupation, and level of education, ensuring a diverse sample for analysis. In analyzing the responses, we utilized IBM SPSS software, employing a codebook to transform qualitative responses into numerical data readable by the software. 
The qualitative analysis of focus group interviews with football fans and the quantitative analysis of questionnaire responses have provided valuable insights into perceptions and preferences regarding brand identity and engagement in the Egyptian Football League. By systematically coding responses and utilizing IBM SPSS software, the researchers were able to identify key themes and patterns, enabling a comprehensive exploration of perspectives. These findings will serve as a foundation for designing an Integrated Marketing Communication (IMC) campaign aimed at leveraging brand identity for Modern Future FC, facilitating informed decision-making and strategic planning for effective implementation.
3.6 Ethical Considerations 
In conducting their quantitative research, the researchers prioritized ethical considerations from the outset. They meticulously completed a comprehensive Research Ethics Application form, detailing project objectives, methodologies, participant information, and confidentiality measures. This commitment to ethical guidelines was essential to safeguard participant well-being and rights. The form underwent rigorous review by the university's ethics board, ensuring compliance with ethical standards and mitigating potential risks to participants.
Approval from the ethics board affirmed the study's adherence to ethical standards and prioritization of participant welfare. Key aspects such as participant confidentiality, informed consent processes, and data handling procedures were thoroughly addressed. Written consent was obtained from all participants, with provisions for withdrawal without repercussions.
In the context of qualitative research, ethical considerations remain paramount due to extensive researcher-participant engagement. Acknowledging intrusion into personal domains underscores the need to address ethical concerns comprehensively. Obtaining informed consent and minimizing harm and risk were central ethical considerations. Participants were fully informed about the research's scope and provided written consent, while precautions were implemented to ensure their safety throughout the study.
Maintaining integrity and confidence in the research process was emphasized, with adherence to ethical guidelines on data accuracy and participant voluntariness. Participants were assured of their freedom to withdraw from the study without consequences, highlighting the ethical obligation to uphold their rights and autonomy. 
3.7 Validity and Reliability
Validity and reliability are crucial aspects of research that ensure the credibility and trustworthiness of the findings. (Cypress, 2017). In this study, validity refers to the extent to which the Integrated Marketing Communications (IMC) campaign accurately captures and represents the brand identity of Modern Future FC, aligning with the research aim and objectives. To enhance validity, various strategies will be employed. Firstly, triangulation will be utilized by collecting data from multiple sources such as focus groups, interviews with club representatives, and surveys among fans. This will allow for a comprehensive understanding of stakeholders' perspectives and experiences, contributing to a more robust interpretation of the findings. Additionally, member checking will be conducted, involving participants in the validation process to confirm the accuracy and authenticity of the data interpretation.
Reliability, on the other hand, refers to the consistency and replicability of the research findings. To enhance reliability, several measures will be implemented (Matheson, 2019). Firstly, a detailed methodology will be provided, outlining the research design, data collection procedures, and analysis techniques employed. This transparency will allow other researchers to replicate the study and verify the results. Moreover, intercoder reliability checks will be conducted during data analysis, involving independent coders to ensure consistency in coding and interpretation. This iterative process of coding and checking will contribute to the reliability of the data analysis and findings, minimizing subjective biases and errors. Furthermore, by implementing these strategies for validity and reliability, this study aims to ensure the robustness and trustworthiness of the IMC campaign developed for Modern Future FC, contributing valuable insights to the field of sports marketing and brand management.






CHAPTER 4: Analysis & Findings 
In Chapter 4, the analysis and findings of the research on sports marketing strategies within the context of Modern Future FC are meticulously examined, drawing from data collected through semi-structured in-depth interviews, focus groups, and questionnaires. The chapter opens with insights from Dr. Walid's interview, elucidating the hurdles faced by the club in establishing a robust brand identity and measuring marketing campaign effectiveness, with a focus on aligning initiatives with the club's mission and vision. Subsequently, focus group discussions shed light on fan preferences and challenges surrounding website information, social media engagement, and branding, providing valuable insights into sought-after information on football club websites, the significance of social media presence, and preferred methods of engaging with club content. Further analysis of questionnaire responses enhances understanding of fan engagement, brand Identity, and the factors shaping fan support, revealing the intricate relationship between brand image, social media presence, team performance, and fan loyalty. The study provides insights into the complexities of sports marketing and the dynamic interplay between a football club and its fans, offering valuable guidance for developing effective marketing campaigns and fostering strong connections with supporters.
4.1 Focus Groups Data Analysis
4.1.1 Website 
17 Participants provided insights into the type of information they typically seek when visiting a football club's website, highlighting key areas of interest and preferences. The most frequently mentioned information sought by participants included news updates mentioned 5 out 17. As emphasized by the below participant:
	" For me, it's all about the latest news and updates about the club. I want to stay informed about any developments or announcements.”
Match schedules were mentioned 4 out of 17 were also a popular choice, indicating participants' interest in planning and attending upcoming matches. As emphasized by the below participant:
	" When I visit a club's website, I'm usually interested in upcoming match schedules and ticket availability.”
Additionally, ticket sales were mentioned 4 out of 17 emerged as a significant consideration, with participants expressing a desire to purchase tickets and attend matches in person. As emphasized by the below participant:
	 "I want to know about ticket sales, especially if there are any discounts or promotions."	
Player profiles were mentioned 3 out of 17 were cited as another important aspect, reflecting participants' interest in learning more about the individuals representing their favourite team. As emphasized by the below participant:
	 “Yeah, I also check out player profiles and stats. It helps me understand the team better and follow my favorite players.”
Club history mentioned 2 out of 17 and the youth academy were mentioned 4 out of 17 were also mentioned, underscoring participants' curiosity about the club's background, achievements, and development programs. As emphasized by the below participant:
 “For me, it's all about the club's history and achievements. I want to see their trophy cabinet and read about iconic moments.”
Community events were mentioned 1 out of 17, merchandise mentioned 1 out of 17, and accessibility options mentioned 1 out of 17 rounded out the information sought by participants, demonstrating a diverse range of interests when engaging with football club websites. As emphasized by the below participant:
	 “I often check for community initiatives and events the club is involved in. It shows their commitment beyond just playing matches.”
4.1.2 Website Difficulties
Participants shared their experiences encountering difficulties when seeking information on football club websites, shedding light on common challenges they face. The most frequently mentioned difficulty was the poor website layout was mentioned 9 out of 17, indicating frustrations with navigating through websites that lack intuitive organization and structure. As emphasized by the below participant:
	 “Definitely. Sometimes the website layout is confusing, or the information is buried deep within different sections.”
Mobile friendliness was mentioned 4 out of 17 emerged as another significant issue, with participants highlighting the importance of websites being optimized for mobile devices to ensure a seamless browsing experience. As emphasized by the below participant:
	 “I find it difficult when the website isn't mobile-friendly. With most people browsing on their phones these days, it's essential for the site to be responsive.”
Slow website speed mentioned 3 out of 17 was also cited as a common challenge, particularly during peak times such as match days when website traffic is high. As emphasized by the below participant:
	 “Slow loading times can also be an issue, especially when I'm trying to check match updates or buy tickets quickly.”	
Outdated information was mentioned 2 out of 17 was mentioned as another concern, reflecting participants' frustrations when encountering content that is not regularly updated or relevant. As emphasized by the below participant:
	 “Yeah, I agree. And sometimes, they don't update the website regularly, so you can't find the latest news or match details.”
Additionally, website accessibility was mentioned 1 out of 17 was noted as an area needing improvement, with participants advocating for options to cater to diverse user needs. As emphasized by the below participant:
	“Also, accessibility could be improved. For example, they should have options for different languages to cater to international fans.”
These difficulties underscored the importance of user-friendly design and responsive functionality in ensuring an optimal browsing experience for fans. 
4.1.3 Social Media Engagement
Participants discussed their preferences and what attracts them to engage with football club content on social media platforms, highlighting various aspects that resonate with them. Among the factors mentioned, behind-the-scenes content was mentioned 4 out of 17, humour content was mentioned 4 out of 17 ,polls was mentioned 6 out of 17 ,and quizzes were mentioned 4 out of 17 emerged as the most frequently cited, indicating a strong preference for authentic, entertaining, and interactive posts that provide insight into the club's activities and culture. As emphasized by the below participant:
	 “I'd like to see more behind-the-scenes footage and exclusive content. It gives fans a unique perspective and makes them feel closer to the club.”
	 “Memes and funny content always catch my attention. It shows that the club has a sense of humor and can connect with fans on a lighter note.”
	 “More interactive content like polls or quizzes would be fun. It keeps fans engaged instead of just passively scrolling.”		
Additionally, interviews with players were mentioned 3 out of 17 and giveaways were mentioned 3 out of 17 were noted as appealing factors that encourage interaction and foster a sense of connection with the club. 
Live streams were mentioned 1 out of 17, press conferences were mentioned 1 out of 17, and news updates were mentioned 1 out of 17 were also highlighted by participants as content types that attract them to engage with football club content on social media platforms. As emphasized by the below participant:
	 “Exclusive content like live streams of training sessions or press conferences is a big draw for me. It makes you feel like you're part of the inner circle.”
4.1.4 Social Media Importance  
Participants emphasized the significance of social media presence for football clubs in Egypt today, citing various reasons why it is crucial. The most frequently mentioned reasons included attracting sponsors were mentioned 5 out of 17, reaching younger demographics were mentioned 4 out of 17, engaging with fans was mentioned 3 out of 17, and staying competitive was mentioned 1 out of 17. As emphasized by the below participant:
	 “Plus, it's a way for clubs to showcase Egyptian talent and attract sponsors or investors who are active on social media.”
	 “Additionally, social media allows clubs to reach younger demographics who might not engage with traditional forms of media. It's essential for staying relevant and attracting new fans.”
Additionally, reaching a larger audience was mentioned 1 out of 17 was highlighted as a significant factor. Participants noted that a strong social media presence helps clubs stay relevant and attract new fans was mentioned 4 out of 17, generate revenue was mentioned 3 out of 17, showcase values and achievements were mentioned 2 out of 17, foster community and fan loyalty was mentioned 2 out of 17 ,and build a strong fan base was mentioned 1 out of 17. As emphasized by the below participant:
	 “Plus, with the rise of digital media, having a strong social media presence is essential for clubs to stay competitive and relevant in today's fast-paced world.”
	 “Social media is also a powerful tool for promoting matches, events, and merchandise, which can generate revenue for the club.”
	 “Social media is a powerful tool for building brand loyalty and connecting with fans on a personal level. When used effectively, it can enhance the club's reputation and strengthen its relationship with supporters.”
4.1.5 Social Media Improvement
Participants provided valuable insights into how football clubs' social media content can be enhanced to better engage their audience. The most suggested improvements included creating more interactive content was mentioned 4 out of 17, storytelling was mentioned 3 out of 17, and maintaining consistency in posting was mentioned 3 out of 17. As emphasized by the below participant:
	“I think they should focus on more interactive content like fan polls or challenges to encourage participation and conversation.”
	 “I'd like to see more storytelling on social media. Clubs should share the human side of the game, with stories about players, fans, and community initiatives.”
	 “Consistency is important. Clubs should establish a regular posting schedule and stick to it to keep fans engaged and coming back for more.”
Personalization was mentioned 2 out of 17 was also emphasized as crucial for tailoring content to different segments of the audience. Additionally, meetups and events were mentioned 1 out of 17, high-quality visuals and graphics were mentioned 1 out of 17, video content in Arabic was mentioned 1 out of 17, collaboration with celebrities was mentioned 1 out of 17. As emphasized by the below participant:
	 “Personalization is key. Clubs should tailor their content to different segments of their audience to make it more relatable and engaging.”
	 “How about more video content in Arabic? It would resonate better with local fans and make the club more accessible.”
	 “They could also collaborate with influencers or celebrities to reach a wider audience and bring in new fans.”
4.1.6 Social Media Effectiveness
Participants shared their perspectives on how effectively football clubs utilize social media platforms to communicate with fans and promote their brand. Authenticity was mentioned 4 out of 17 emerged as a crucial factor, with participants highlighting the importance of genuine and meaningful content that resonates with fans. As emphasized by the below participant:
	 “I also think authenticity is important. Fans can tell when content feels forced or overly promotional, so clubs need to find the right balance.”
Interaction and engagement was mentioned 4 out of 17 were also emphasized, indicating that clubs should actively engage with fans and foster two-way communication. As emphasized by the below participant:
 “Some clubs do it well, but others could improve. It's essential for clubs to strike a balance between promotional content and genuine engagement with fans.”
Feedback mentioned from 3 out of 17 participants was identified as essential, with participants suggesting that clubs should listen to fan opinions and adapt their content accordingly. As emphasized by the below participant:
	 “And they should listen to feedback from fans and adapt their content strategy accordingly. It shows that they value their audience's opinions.”
Moreover, brand loyalty mentioned from 2 out of 17 participants was cited as a key outcome of effective social media usage, as it strengthens the bond between clubs and fans. As emphasized by the below participant:
	 “Absolutely. Social media is a powerful tool for building brand loyalty and strengthening the relationship between clubs and fans. When done right, it can have a significant impact on the club's success both on and off the pitch.”
Participants also highlighted the significance of staying competitive mentioned from 1 out of 17 participants, as clubs need to keep up with evolving social media trends to remain relevant. While promotional content mentioned from 1 out of 17 participants ,was acknowledged as necessary, participants stressed the importance of striking a balance between promotional material and authentic engagement. As emphasized by the below participant:
	 “Plus, with the rise of digital media, having a strong social media presence is essential for clubs to stay competitive and relevant in today's fast-paced world.”
4.1.7 Successfulness of Branding
Participants expressed their views on what makes a football club's branding successful or memorable. Club's values and history mentioned from 5 out of 17 participants emerged as the most significant aspect, emphasizing the importance of a brand that reflects the ethos and legacy of the club. As emphasized by the below participant:
	 “I think authenticity is also important. The branding should reflect the club's values and history, resonating with fans on an emotional level.”
Consistency mentioned from 4 out of 17 participants was also highlighted, stressing the need for uniformity in branding across various platforms and materials. As emphasized by the below participant:
	 “Consistency is key. The branding should be recognizable across all platforms and merchandise.”
Logo and colors mentioned from 4 out of 17 participants were deemed essential for creating a recognizable visual identity. As emphasized by the below participant:
	 “A strong logo and colors that represent the club's identity are essential.”
Participants also acknowledged the importance of innovation mentioned from 2 out of 17 participants in branding, suggesting that clubs should find unique ways to engage with fans and stand out from the crowd. As emphasized by the below participant:
	 “Innovation can set a club's branding apart from the rest. Whether it's through unique marketing campaigns or partnerships, finding creative ways to engage with fans can leave a lasting impression.”
Additionally, slogans mentioned from 2 out of 17 participants were mentioned as a memorable aspect of branding that can encapsulate the spirit of the club. As emphasized by the below participant:
	 “Consistency is key. A strong brand identity, including logos, colors, and slogans, helps make a club instantly recognizable to fans.”
4.1.8 Rebranding
Participants reflected on their feelings towards the hypothetical scenario of their favourite football club undergoing a complete rebranding. Responses varied, with some expressing feeling hesitant was mentioned from 2 out of 17 participants and others feeling nostalgic was mentioned from 2 out of 17 participants about the potential change. As emphasized by the below participant:
	 “Honestly, I'd be a bit hesitant at first. But if the new branding still reflects the club's identity, I think I'd get used to it eventually.”
	 “I'd probably feel nostalgic for the old branding, but if the new one looks good and represents the club well, I'd embrace it.”
Some participants admitted they might initially feel upset was mentioned from 3 out of 17 participants due to the disruption of tradition and familiarity. As emphasized by the below participant:
	 “I'd be pretty upset at first, to be honest. It's like messing with tradition and history.”
However, there was also a sense of honouring was mentioned from 3 out of 17 participants the club's legacy, acknowledging the importance of preserving its history while embracing progress. Participants also described feeling strange mentioned 3 out of 17 participants about the prospect of a new branding direction and recognizing the challenge was mentioned from 2 out of 17 participants that such a change might present. As emphasized by the below participant:
	“As long as the club's core values remain intact, I think I could adapt to the new branding. It's all about honoring the club's legacy while embracing progress.”
	 “It would definitely feel strange at first, especially if the new branding is drastically different. But if it helps the club evolve and reach new audiences, I'd support it.”
Despite the initial apprehension, there was openness to the idea of refreshing was mentioned from  1 out of 17 participants the club's image, with participants indicating a willingness to adapt to the new branding if it resonates with the club's values and identity. As emphasized by the below participant:
	 “Personally, I think I'd give it a chance. As long as the club's values and identity remain intact, I'm open to embracing change and moving forward.”
4.2 Questionnaires Data Analysis
4.2.1 Interpretation of “Appealing Elements of the Football Teams Brand Identity”
Team Logo and Colours & Merchandise: This combination is the most prevalent, with 269 responses, representing 53.4% of the total. It suggests that most respondents strongly link the team's logo and colours with its merchandise, indicating the importance of branding in driving merchandise sales.
Community & Stadium: 134 responses, accounting for 26.6% of the total. This pairing indicates that a significant portion of respondents connect the team's community involvement with its stadium or venue, possibly reflecting the role of the team in local identity and pride.
Team Logo and Colours & Stadium: 29 responses, making up 5.8% of the total. This combination indicates that a modest number of respondents associate the team's visual branding with its stadium or venue.
Community & Merchandise: 29 responses, making up 5.8% of the total. This combination suggests that a smaller but notable group of respondents see a connection between the team's community engagement and its merchandise offerings.
Stadium & Merchandise: 22 responses, representing 4.4% of the total. This combination indicates that a minority of respondents associate the team's stadium or venue with its merchandise, possibly reflecting the importance of venue-related merchandise or souvenirs.
Team Logo and Colours & Community: 21 responses, accounting for 4.2% of the total responses. This combination suggests that a small portion of respondents associate the team's logo and colours with its community involvement or identity.
In summary, the data emphasizes the clear correlation between a sports club's visual branding, including its logo and colours, and the sale of its items. Additionally, the data underscores the important influence of community involvement and the stadium/venue in influencing people's impressions and relationships with the team.
The researchers have extensively studied the factors influencing the success of a sports team, with particular emphasis on Team Logo and Colours & Merchandise, as well as Community & Stadium involvement. Their analysis suggests that these elements are of utmost importance due to their profound impact on both the team's branding and its relationship with the community, consequently influencing overall fan engagement and revenue generation. Research conducted by Henderson et al. (2019) underscores the significance of team branding, highlighting how a visually appealing logo and distinctive colours can enhance brand recognition and loyalty among fans, leading to increased merchandise sales and sponsorship opportunities. Furthermore, studies by Stander (2018) emphasize the vital role of community engagement in fostering a sense of belonging and emotional connection among fans, ultimately contributing to higher attendance rates and a more vibrant fan culture. Additionally, the stadium serves as a tangible representation of the team's identity and a focal point for community gatherings and events, as noted in research by Matheson and Baade (2004), which underscores its role as a driver of economic activity and social cohesion within the local area. Therefore, by prioritizing the development of a compelling team logo and colours, alongside active community involvement and investment in stadium infrastructure, the researchers posit that teams can cultivate a strong and enduring fan base while maximizing revenue streams and fostering a sense of pride and belonging within the community.
please write the limitations for the written above and please use the written below as a reference on how to write it, 7.3 Limitations of the Study
This study adopted a single case study approach, which used qualitative research methods including in-depth interviews, documents, archival records, and direct observation for investigating the relationship between employees’ perceptions of climate for innovation, organisation innovativeness, and customer experience in a major telecom organisation in Egypt. As with any single case study research, there are always limitations to the design, implementation, and analysis. These limitations can also recommend potential areas for future research, which will be addressed in the next section.
One of the main limitations of this study is the size and scope of the sample frame. The research is confined to one large organisation in the telecommunications industry. This sample is, therefore, small in comparison to quantitative studies in the field of climate for innovation research. However, because of the qualitative nature of the research, this study is not designed for projection to the population as a whole. Instead, the researcher focused on a major telecommunications organisation to understand in depth the relationship between employees’ perceptions of climate for innovation, organisation innovativeness, and customer experience in a real-life setting. Because of the detailed insights needed to understand this relationship, it was difficult to include another case study organisation due to time constraints. However, because some of the results that emerged from the research are congruent with previous studies, it may be possible to apply some of the findings to a wider population of organisations.
One of the significant limitations of this study is the availability of data on customer experience. The organisation considered customer experience data, such as net promoter scores of innovations, to be highly confidential and, thus, they were not included in this research. Data availability and access in Egypt is generally difficult for researchers due to confidentiality and data leakage issues, which represents a major obstacle for many researchers. However, the researcher was able to obtain data on customer experience through in-depth interviews with the employees, as well as archival records on customer experience and customer reviews on social media.
The process of coding and data reduction is invariably a subjective process. The themes and dimensions were carefully defined in order to reduce the researcher bias as much as possible. Check-coding was undertaken by two academics, independently, who coded the transcripts and
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then discussed and updated the coding framework afterwards. As explained in section 3.7.3, good inter-reliability percentages were achieved. One academic coded the fifteen interview transcripts on an uncoded copy - free coding, and then a couple of weeks later another academic coded the whole data set (thirty-five interview transcripts) against a pre-determined coding scheme. The researcher was very careful to ensure that a trail of evidence was made through each stage of the research process so that plausible conclusions could be established regarding the relationship between employees’ perceptions of climate for innovation, organisation innovativeness, and customer experience. However, despite these efforts, some degree of bias will inevitably be introduced into the research.
This research was a cross-sectional research study that investigated the relationship between employees’ perceptions of perceptions of climate for innovation and customer experience at a specific point of time. The customer experience of the organisation’s innovation was collected at a specific period of time. Longitudinal research could have allowed the researcher to investigate employees’ perceptions of climate for innovation over time and with the change of senior management, as well as examining the customer experience of the product and service innovations over time. Longitudinal research would have allowed the researcher to understand the enduring nature of employees’ perceptions of climate for innovation. However, there is evidence from the in-depth interviews that perceptions might not be stable over time due to the change of senior management.
Finally, it is important to emphasise that this research is concerned with the relationship between employees’ perceptions of climate for innovation, organisation innovativeness, and customer experience in a major telecom organisation; it does not make any claims of causality. The study aimed to understand and describe this relationship in a real-life setting. Hence, a limitation to this study is that there may be other contribution factors that are related to customer experience that have not been identified in this study. Further, there is a possibility of a two-way relationship between employees’ perceptions of climate for innovation and customer experience. The presumption in this thesis of a one-way relationship is another limitation.