Strategic Sport Development: Assisting Wheelchair Basketball Canada to develop strategies to attract new participants to their sport

Wheelchair Basketball Canada is the national governing body for wheelchair basketball in Canada (Wheelchair Basketball Canada, 2022). Wheelchair Basketball Canada has developed a new strategic plan that include grassroots development as a strategic pillar. Specifically, and in support of a wider need to improve awareness and access to sport opportunities for people with disabilities (Misener & Darcy, 2014), Wheelchair Basketball Canada has developed strategic objectives around the “Awareness” and “First Contact” stages of their long-term athlete development (LTAD) model (Wheelchair Basketball Canada, n.d.). Participation in these introductory stages had become stagnant, and an emphasis within this strategic pillar is to diversify target markets to reach new audiences. Thus, this project will help Wheelchair Basketball Canada innovate their marketing practices to: (1) understand the target markets currently reached by existing marketing practices, (2) identify new target markets, and (3) develop strategies and tactics for reaching these new target markets.

Faculty Supervisor:

Marijke Taks

Student:

Partner:

Wheelchair Basketball Canada

Discipline:

Sociology

Sector:

Arts, entertainment and recreation

University:

University of Ottawa

Program: