The Relationship between Team Identification and Organisational Identification: The Case of the Australian Rugby Union

Abstract

The Wallabies is the brand name for the Australian rugby team and is considered one of the key sporting properties in the Australian market. The purpose of this paper is to examine how the employees of the Australian Rugby Union, the organisation responsible for the Wallabies, identify with the sport of rugby and the Wallabies. A survey was undertaken of ARU staff to determine whether their fan identification of the Wallabies was strengthened or weakened as a result of being employed by the ARU. The research found that ARU employee identification with the Wallabies was strengthened as a result of being employed by the ARU. By investing in the employment relationship, by genuinely recognising the value of ARU employees, the ARU can strive to satisfy both employee and consumer partnership. Such an investment in the employees by the ARU is likely to improve the longevity of both the employment and supporter relationship.