I can’t Help Falling in Love with my Team

Active engagement in social initiatives as a driver of fan commitment in sports

Authored by: Verónica Baena

Routledge Handbook of Football Marketing

Print publication date:  March  2017
Online publication date:  March  2017

Print ISBN: 9781138289321
eBook ISBN: 9781315267203
Adobe ISBN: 9781351972369


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Supporters’ fervor gives rise to an irrational rather than a rational economic way of consuming football (Rodriguez-Pomeda, Casani and Alonso-Almeida, 2015). Therefore, from a marketing perspective, the distinction between fans (those who are highly identified with the team, coach, players, etc.) and spectators is crucial. In view of that, good marketing plans have to focus on and accentuate the connection between the followers and their team to get advantage of such emotional attachment. However, only recently researchers have started to address the understanding of the brand-supporter relationship or fan commitment (Wallace, Buil and De Chernatony, 2014; Baena, 2016).

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