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“Experience” marketing in action: the Fox Kids Cup

Young Consumers

ISSN: 1747-3616

Article publication date: 1 September 2003

544

Abstract

Introduces the Fox Kids Cup, which brings children of both sexes together in a global football tournament; it is a Fox Kids brand which involves partnerships with other brands such as ASDA, Wagon Wheels and the Professional Footballers Association. Describes how the 2002 tournament Fox Kids Cup had its final rounds in Barcelona, and the leadup to this through skills challenge events, regional rounds, and the national final. Outlines the benefits to the partners from association with the Fox Kids Cup.

Keywords

Citation

Stenhouse, A. (2003), "“Experience” marketing in action: the Fox Kids Cup", Young Consumers, Vol. 4 No. 4, pp. 11-16. https://doi.org/10.1108/17473610310813933

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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