Videographic analysis of "Weird Guys": What do relationships mean to football fans?

Herbert Woratschek, Chris Horbel, Bastian Popp

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

Abstract

This article studies the meaning of social relationships to hardcore football fans and investigates how these relationships affect fan behavior. Ethnographic field work included in-depth interviews and observations in stadiums, fan busses, and fan trains, which were videotaped. The results of the study suggest that the community of football fans shares a lot of similarities with brand communities and (sub) cultures of consumption. Like in other consumption worlds, football clubs provide a basis for identification for football fans that share rituals and escape from everyday role models. Football stadiums, fan busses, and fan trains represent linking places where social relationships can be built and maintained. Loyalty to other fans simultaneously increases loyalty to the club; therefore, clubs should care for opportunities that function as linking places where bonds between individuals can be established. Therefore the traditional economic perspective on a sport event as a team product is less appropriate than the perspective of latest sport management approaches where sport events are regarded as platforms where social actors co-create value.
Original languageEnglish
Title of host publicationThe Global Football Industry : Marketing Perspectives
EditorsJames J. Zhang, Brenda G. Pitts
Place of PublicationLondon
PublisherRoutledge
Publication date2018
Edition1.
Pages210-236
Chapter9
ISBN (Print)9780815360568
ISBN (Electronic)9781351117982
DOIs
Publication statusPublished - 2018
SeriesWorld association for sport management series

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