This case study report delves into the challenges faced by the Western Pride football club, analyzing the impact of the ongoing pandemic on its operations and consumer behavior. It begins with an introduction highlighting the club's community focus and aspirations for professional league participation, followed by a literature review that examines the broader effects of COVID-19 on sports organizations, particularly at the local level. The report incorporates relevant theories, including the consumer decision-making process and motivation theories such as Maslow's hierarchy of needs, to understand consumer behavior in this context. It then provides specific recommendations for the Western Pride football club, suggesting improvements in marketing strategies, incorporating the 4 P's of marketing, and adapting to changing consumer behaviors. The report concludes by emphasizing the need for clubs to adapt to the new environment and offer valuable services to retain and attract customers.
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