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Appetite for or resistance to consumption relationships? A trans-European perspective on the marketization of football fan relationships

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journal contribution
posted on 17.11.2017 by Guillaume S.P. Bodet, James Andrew Kenyon, Alain Ferrand
Although most sport organisations are encouraged to better manage the relationships they maintain with fans, little is still known about the types of relationships that fans want to establish with sport organisations. Also, as most suggested management and marketing practices come from professional sport organisations and European contexts, it is questionable whether they can apply to all sports organisations, and whether they are received in the same way by diverse fans from various socio-cultural contexts. Thus, the study aimed to explore football fans’ relational expectations towards their national football association across Europe and attitudes towards this marketization. Focus groups and individual interviews were conducted with several casual and die-hard fans from three European countries chosen for their heterogeneity: Armenia, Lithuania and England. Overall, and possibly in contradiction with numerous publications dealing with club football, the fans from the three countries did not express clear opposition or resistance towards the marketization of their relationships towards their national teams and associations. English fans seemed quite neutral or indifferent although Armenian and Lithuanian fans presented many characteristics of brandom demonstrating an appetite for this marketization.

Funding

The authors would like to thank UEFA for supporting this study through the UEFA Research Grant Programme.

History

School

  • Sport, Exercise and Health Sciences

Published in

Journal of Consumer Culture

Volume

18

Issue

2

Pages

317-335

Citation

BODET, G.S.P., KENYON, J.A. and FERRAND, A., 2017. Appetite for or resistance to consumption relationships? A trans-European perspective on the marketization of football fan relationships. Journal of Consumer Culture, 18(2), pp. 317-335.

Publisher

SAGE Publications © The Authors

Version

AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Acceptance date

07/11/2017

Publication date

2018-04-27

Notes

This paper was accepted for publication in the Journal of Consumer Culture and the definitive published version is available at https://doi.org/10.1177/1469540517747092

ISSN

1469-5405

eISSN

1741-2900

Language

en

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