Components and Outcomes of Fan Engagement in Team Sports: The Perspective of Managers and Fans

Marcel Huettermann, Sebastian Uhrich, Jörg Königstorfer

Publication: Contribution to journalJournal articlesResearchpeer-review

Abstract

Fan engagement is a central construct for the customer relationship management of professional sports teams. The goal of this study is to develop a framework that categorizes positive and negative components and outcomes of fan engagement in team sports settings. Based on qualitative interviews with 13 team managers and 12 fans of European professional sports teams, we show that fan engagement components can be positive (fan resource integration, fan learning, and fan knowledge sharing) or negative (fan norm violation and fan resistance to the team). These components can have the following benefits: fan resource development and fan value co-creation. Or they can have the following detriments: fan value destruction and fan identity conflict development. Our comprehensive framework synthesizes the manifestations and consequences of fan engagement and thus contributes to our understanding of how fan engagement affects sports teams.
Original languageEnglish
JournalJournal of Global Sport Management
Volume7
Issue number4
Pages (from-to)447-478
Number of pages32
ISSN2470-4075
DOIs
Publication statusPublished - 2022

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