Supervisors info:
Πήχα Λαμπρινή , Αναπληρώτρια Καθηγήτρια , Τμήμα Διοίκησης Επιχειρήσεων και Οργανισμών , ΕΚΠΑ
Summary:
The main purpose of this research was to explore how a football club’s brand influences the emotional connection and loyalty of its fans, while also examining the role of sponsorships and demographic factors. A quantitative methodology was employed, using a structured questionnaire administered to a sample of 120 participants. The questionnaire covered four key areas: brand identity, fan engagement, sponsorship perception, and the brand’s impact on fans’ emotional involvement. The analysis showed that a strong, clearly communicated brand is closely tied to fan loyalty, even during periods of poor on-field performance. Game-day experiences, active following of team updates, and social responsibility initiatives emerged as critical drivers of heightened fan engagement. However, weak alignment between sponsorships and core club values appears to limit the potential benefits for the team’s image. Furthermore, factors such as gender and frequency of match attendance significantly shape attitudes toward the brand. Overall, the findings suggest that an integrated branding strategy, combined with targeted engagement efforts, can foster more sustainable fan loyalty in the football domain.
Keywords:
football brand identity, emotional connection, fan loyalty, sponsorship, demographic characteristics
