The alleged match fixing charges against Pakistan cricketers which have been dominating the sporting headlines recently raise two interesting questions. Firstly, will there always be match fixing in sport? Secondly, is sport really any different to any other business?
Those clubs who have been successful may be developing their marketing strategies to focus on recruiting new fans, growing their membership, increasing their brand reach and improving sales of merchandise. For those at the other end of the spectrum they should be focused on one thing – Customer retention.