ABSTRACT
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).
