Purpose Despite its extensive use, the conceptual foundations and operationalization of service quality in sport remain insufficiently clarified. Therefore, the purpose of this study was to delineate the specific evaluative judgments that constitute sport service quality and clarify the construct boundaries separating service quality from related evaluative constructs. Design/methodology/approach A critical review of 85 empirical studies in sport service quality research examined how the construct has been conceptualized, operationalized, and modeled in prior sport management and marketing literature. Studies were coded based on their definitions, measurement approaches, and model specifications. Findings The review reveals that the label “service quality” has been used to refer to three distinct evaluative objects: attribute-level performance perceptions, transaction-specific overall quality judgments, and cumulative global attitudes, without consistently distinguishing among them. Controllable service system elements are also frequently mixed with core sport product evaluations, blurring construct boundaries. Advancing sport service quality theory therefore requires sharper theoretical specification of the judgment object, its temporal scope, and the boundaries of the evaluative construct. Originality/value This study contributes to sport management and marketing literature by proposing a conceptual framework that distinguishes among attribute-level evaluations, transaction-specific overall service quality judgments, and cumulative global attitudes. By grounding service quality within the controllable service delivery system, the proposed framework establishes a clearer basis for the conceptualization and operationalization of service quality in sport.
Purpose This study examines sport consumer coping (after a loss) as a person-environment transaction based on the transactional theory of stress and coping. With psychological importance (of a win) set as a boundary condition, psychological needs (i.e. arousal, achievement, social) unfulfilled after a loss are investigated as predictors of coping strategy selection and key coping strategies' (i.e. positive thinking, emotional venting, emotional support, avoidance) effects on negative affect are assessed to understand coping effectiveness. Design/methodology/approach Targeting supporters of the losing team in Super Bowl LIII, data were collected from a three-wave survey (i.e. before, immediately after, 1-day after a loss) and analyzed with multi-group SEM (high vs. low psychological importance groups) to explore/compare the relations among need unfulfillment, coping strategies and negative affect. Findings Meaningful associations among need unfulfillment, coping strategies and negative affect are reported, with patterns of associations being distinctive based on levels of psychological importance (e.g. more active coping in the high group, distinction more notable for arousal and social unfulfillments). Emotional venting (in the high group) and emotional support (in the low group) are identified as effective, whereas avoidance is counter-productive (in both groups). Originality/value Examining coping as an ongoing, complex and conditional process, this study paints a more holistic picture of sport consumer coping. Novel insights are offered on coping strategy selection/effectiveness and the moderation of psychological importance. Findings inform strategies to facilitate sport consumer coping that can help develop long-term consumer relations based on more positive (or less negative) experiences.
Purpose This study examines how automated officiating affects fans' attribution of negative game outcomes and team satisfaction, with particular attention to the role of team identification. Drawing on Social Identity Theory and Attribution Theory, we propose that automated officiating reduces the availability and credibility of external blame targets, constraining identity-protective attributions and exposing highly identified fans to greater psychological costs. Design/methodology/approach A single-factor (officiating type: human vs. automated) between-subjects experiment was conducted with 577 MLB fans. We measured participants' supported team and team identification, followed by a manipulation using a simulated playoff loss scenario involving either a human umpire or the Automated Ball-Strike (ABS) system. Then, internal attribution, team satisfaction and preferred post-loss remedies were measured. Hypothesis testing was performed using ANOVA, regression and conditional process analysis. Findings Fans in the ABS condition made significantly more internal attributions than those in the human umpire condition. Internal attributions negatively affected team satisfaction and also mediated the relationship between officiating type and team satisfaction. Team identification moderated these effects, with more highly identified fans showing a stronger shift toward internal attribution and a larger indirect reduction in team satisfaction. Originality/value This study identifies a boundary condition for the identity-protective function of team identification, showing that its benefits depend on the availability of credible external attribution targets. By demonstrating that automated officiating shifts fans' attributional patterns away from the officiating system and toward the team itself, the findings show the psychological consequences of technological innovation in sport officiating.
Purpose This study examines how gamification features in fitness apps shape users’ intention to exercise regularly and why such motivation often fails to develop into sustained exercise behavior. Drawing on social cognitive theory, it explains how achievement-based and social-based features operate through enactive and vicarious learning to strengthen self-efficacy. Design/methodology/approach A two-study design was employed. Study 1 used a quantitative survey of Strava users to test the relationships among achievement-based features, social-based features, self-efficacy and intention to exercise regularly. Study 2 used semi-structured interviews to corroborate and extend the quantitative findings by exploring why app-generated motivation often weakens before becoming routine behavior. Findings Achievement-based and social-based features significantly increase the intention to exercise regularly. Self-efficacy showed stronger mediation for social-based features, whereas its mediating role for achievement-based features was weak. Furthermore, achievement-based features provide mastery cues that support active learning, while social-based features stimulate vicarious learning through peer visibility and social persuasion. However, qualitative findings reveal a clear gap between intention and behavioral routine: gamification features often actually act as barriers to motivation for regular exercise, in addition to the internal and external barriers users face. Originality/value This study expands the gamification literature by showing that the motivational effects generated by gamification features tend to be fragile and depend on how users perceive the value of the features they use. This study conceptualizes fitness apps as digital learning environments where achievement- and social-based features shape self-efficacy through enactive and vicarious pathways. The value of this study lies in showing the limited role of fitness apps as tools for sustainable exercise behavior intervention.
Purpose This study aims to conduct a bibliometric analysis of the International Journal of Sports Marketing and Sponsorship (IJSMS), examining publication and citation trends, influential contributors, thematic evolution and intellectual structure to inform future research in sport marketing and sponsorship. Design/methodology/approach The study employs bibliometric techniques, utilizing data from the Web of Science (WoS) database. A total of 511 documents published in IJSMS from 2007 to 2024 were analyzed using the Bibliometrix R package for descriptive analysis and science mapping. Findings The findings reveal a steady growth in IJSMS publications. Sponsorship remains a central research theme, while emerging topics include digital marketing, fan psychology and corporate social responsibility. Leading authors, including Young Jae Ko, Kevin K. Byon and James J. Zhang, have significantly shaped the journal's intellectual landscape. Several most-cited articles focus on technological innovations, such as esports and wearable technologies. The co-citation analysis reveals three distinct knowledge clusters: methodological foundations, sponsorship and branding theories, and sport consumer psychology. These patterns indicate a field anchored in sponsorship while diversifying into digital platforms and fan psychology, positioning IJSMS as a bridge between sport-specific and mainstream marketing scholarship. Originality/value This study is the first comprehensive bibliometric analysis of IJSMS, offering valuable insights into the journal's contributions to sport marketing and sponsorship research. Beyond documenting publication patterns, this analysis distinguishes between theoretical advancement and topic expansion in the field. It highlights emerging themes and interdisciplinary trends, providing a foundation for future research directions in digital transformation, sustainability and global consumer engagement.
Purpose Case study research is a common qualitative research approach in sport management, yet a comprehensive review of its use and quality remains missing. The purpose of this paper is to examine how case studies are applied, their core characteristics, and existing methodological gaps. Design/methodology/approach This study conducts a systematic literature review of 114 case study articles published in six leading sport management journals between 2014 and 2024. Findings The findings reveal a methodologically rich yet philosophically underdeveloped landscape. While the prevalence of case studies underscores their utility in grappling with the context-dependent complexities of sport organizations, events, and policies, our findings also expose critical ambiguities and oversights that hinder the field's methodological maturity. Originality/value The findings pinpoint key methodological flaws in sport management case studies, offer targeted rigor-boosting strategies, and set a clear agenda to enhance theoretical depth and methodological maturity for future research.
Purpose The winter sport market is one of the fastest-growing sectors in the tourism industry; however, winter sport participation has declined in recent years, making the retention of tourist loyalty a critical challenge. This study aims to test a model to predict winter sport tourists' loyalty through their motives, with involvement and subjective well-being (SWB) as mediators. Design/methodology/approach Data were collected from 277 adult winter sport tourists in Spain. A descriptive statistics analysis, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were conducted. Finally, mediation analyses were performed. Findings The relationships between three motives (escape, enjoying nature, and excitement) and loyalty were fully mediated by serial mediation through involvement and SWB. Moreover, although most direct relationships between motives and loyalty were nonsignificant, certain motives were either positively or negatively associated with involvement and SWB, which subsequently contributed to loyalty. Originality/value This study introduces a novel framework for understanding the formation of loyalty among winter sport tourists, considering the role of SWB. It provides practical insights for destination marketers to better align their offerings with the tourists' motives and psychological needs of this niche market.
Purpose This study addresses a critical gap in the literature by exploring the mediating mechanisms that explain how satisfaction drives sustained player loyalty in the esports context. Grounded in expectancy confirmation theory (ECT) and social exchange theory (SET), we propose a model examining how the dimensions of consumer esports engagement (cognitive, affective and behavioral) mediate the relationship between satisfaction and loyalty. ECT grounds satisfaction as the evaluative outcome of confirmed gameplay expectations; SET explains why that satisfaction motivates reciprocal engagement investment. Together, these theories offer a theoretically coherent and internally consistent explanation of how satisfaction is transformed into loyalty through engagement, providing novel insights for esports practitioners and researchers. Design/methodology/approach The proposed model is tested using partial least squares-structural equation modelling with 290 valid responses from esports gamers within Malaysia. Findings The findings revealed that satisfaction positively influenced cognitive, affective and behavioral engagement. However, only affective and behavioral engagement positively impacted loyalty. Furthermore, consumer esports engagement dimensions mediated the satisfaction–loyalty relationship. Practical implications Our findings offer actionable guidance for esports developers and marketers by emphasizing the role of affective and behavioral engagement in fostering player loyalty. Developers can enhance emotional engagement through compelling narratives or personalized gameplay, while marketers can drive behavioral engagement via tiered rewards for tournament participation or community involvement. These strategies align with the identified satisfaction–engagement–loyalty link, offering practical solutions to boost retention and strengthen community bonds within esports ecosystems. Originality/value This study contributes to the broader understanding of loyalty formation by integrating multi-dimensional consumer esports engagement states (cognitive, affective and behavioral) within an integrated ECT/SET framework. By examining the mediating role of consumer esports engagement dimensions in the satisfaction–loyalty relationship, we offer a nuanced perspective on gamer behavior in the rapidly evolving esports industry.
Purpose This study examines when sponsorship- and sales-oriented social media content undermines fan engagement and when audiences continue to interact despite salient commercial intent. Specifically, it investigates how the engagement effects of embedded commercial cues depend on the dominant brand association narratives framing football clubs' Instagram posts. Design/methodology/approach The analysis draws on 4,176 Instagram posts published by all clubs competing in the Polish Ekstraklasa. Posts were content-coded according to dominant brand association narratives and analyzed using fixed-effects panel regression models. Fan engagement was operationalized through likes and comments, capturing low- and high-effort interaction behaviors. Findings Results show that sponsorship-related and sales-oriented content is associated with lower fan engagement. However, these negative patterns vary systematically across narrative contexts. When commercial cues are embedded in narratives emphasizing team success, match-related information, fan community, or stadium experiences, the decline in likes is significantly attenuated and, in some cases, fully offset. In contrast, narratives centered on youth academies amplify disengagement. Moderating effects are substantially weaker for comments, indicating that narrative context primarily buffers low-effort engagement. Research limitations/implications The study advances persuasion-based explanations of social media engagement by demonstrating that responses to commercial content are conditioned by narrative-level brand associations rather than driven solely by the recognition of persuasive intent. It extends the Persuasion Knowledge Model by identifying narrative context as a key boundary condition shaping engagement outcomes in sport social media communication. Originality/value The study advances persuasion-based explanations of social media engagement by showing that audience responses to commercial content depend on narrative-level brand associations rather than solely on the recognition of persuasive intent. By identifying narrative context as a key boundary condition, the findings extend the Persuasion Knowledge Model and demonstrate how meaning-rich communication frames shape engagement outcomes in sport social media environments.
Purpose This study aims to address a gap in the longitudinal literature by examining the professionalization and working conditions of women within the Mexican fitness industry from 2020 to 2024. Furthermore, it identifies practice trends specifically reported by female professionals in the sector, contrasting these findings with industry growth and traditional gender stereotypes.Design/methodology/approach This study is based on a descriptive longitudinal design (trend study) over a five-year period, with a cumulative sample of 1,559 women, including specialists, instructors and coordinators in the sector. Since data collection was carried out through independent annual sampling, implying variability in the participants of each iteration, the American College of Sports Medicine (ACSM) Global Fitness Trends Survey was used as the instrument, adapted cross-culturally for the Mexican context. The resulting information was processed using descriptive statistics and mean calculations to monitor the temporal evolution of occupational roles, working conditions, and the prevalence of fitness trends.Findings The longitudinal analysis reveals a trajectory of sustained professional diversification, with women increasingly penetrating traditionally male-dominated domains such as functional fitness and personal training. A significant trend of educational over-qualification emerged, indicating that women are attaining higher levels of formal degrees than their male counterparts to secure comparable occupational roles. However, this increased human capital has not yet dismantled persistent structural barriers; the sector remains characterized by occupational segmentation and limited vertical mobility. Gendered logics - centered on body image and "care-based" service provision - continue to restrict women's access to decision-making positions and business ownership, suggesting that professionalization alone is insufficient to overcome the "glass ceiling" in the Mexican fitness market.Research limitations/implications The study is limited by its reliance on self-reported survey data, which may introduce response bias, and by its focus on women currently active in the fitness sector, excluding those who left or never entered the field. Despite these limitations, the findings provide valuable insights into trends in women's professional participation, educational background and occupational roles in Mexico's fitness industry. Results highlight the need for policies and programs that support gender equity, professional development and the creation of inclusive spaces for women in fitness and wellness sectors.Practical implications The findings offer guidance for fitness industry stakeholders to enhance women's participation and professional development. Employers and program coordinators can implement training and mentorship initiatives to support career advancement. Policies promoting equitable pay, leadership opportunities, and inclusive workplace environments can help reduce persistent gender gaps. Additionally, insights on prevalent fitness trends allow organizations to design programs that align with market demand while fostering professional growth among women, contributing to a more diverse, skilled and sustainable workforce in Mexico's wellness and fitness sector.Social implications The study highlights the evolving role of women in Mexico's fitness sector and its broader societal impact. Increased female participation and professionalization contribute to challenging gender stereotypes and promoting equality in traditionally male-dominated environments. By fostering inclusive workplaces and leadership opportunities, the findings support social empowerment and community engagement. Encouraging women's active involvement in wellness and fitness not only benefits individual health and career development but also strengthens social cohesion, diversity and equity within the broader Mexican society.Originality/value This work provides rare empirical evidence on the "professionalization" of the female fitness workforce in an emerging market. It moves beyond cross-sectional snapshots to offer a temporal view of how gendered labor dynamics evolve at the intersection of employment and physical culture.
Purpose For emerging mega-events, building a strong brand and positive reputation is critical for long-term success. Building on stakeholder theory and contemporary branding perspectives, this study analyses the lived experiences of 1,791 volunteers at the 2018 Youth Olympic Games in Buenos Aires to examine how volunteer management practices function as brand touchpoints through which organisational reputation is co-created. Design/methodology/approach Adopting a reflexive thematic analysis of 2,074 advice units extracted from open-ended survey responses, we identified seven interrelated brand touchpoints across the volunteer journey. Findings Indicators reveal high satisfaction (96.2%) and strong re-volunteering intention (98.6%), qualitative findings show that this positive evaluation coexists with constructive recommendations focused on (1) recruitment and training, (2) overall event planning and organisation, (3) organisation and distribution of activities, (4) implementation and execution, (5) working conditions, (6) recognition and incentives and (7) perceived event impact. These touchpoints represent critical moments in which organisational practices shaped volunteers' experiential evaluations and contributed to the co-creation of event brand meaning and reputational capital. Originality/value This study reconceptualises volunteer feedback as a strategic resource for brand co-creation. By framing volunteer management as structured brand touchpoints, it provides a theoretically grounded and practical framework for strengthening reputation and social legacy in emerging mega-events, particularly in Latin America.
Purpose This study seeks to explore the strategic use of social media by soccer teams in Ecuador with the explicit aim of securing and sustaining sponsorship relationships. Design/methodology/approach Guided by relationship marketing theory, which highlights the importance of trust, commitment, and engagement in building long-term relationships (Morgan and Hunt, 1994), this qualitative study employed in-depth, semi-structured interviews with Marketing Directors from professional soccer clubs in the top league in Ecuador. Findings The study found that Ecuadorian soccer clubs increasingly use social media, especially WhatsApp, TikTok and Instagram, to engage fans, attract sponsors and measure return on investment. Four key themes emerged: uneven digital ecosystem development, data-driven sponsorship valuation, authentic content alignment with brand values, and proactive trust and crisis management in sponsor relations. Research limitations/implications This study also contains several limitations. The analysis was based on qualitative interviews with a limited number of participants, and detailed quantitative and longitudinal data were not available. As an exploratory study, its findings are context-specific and should not be generalized across all Latin American markets. Practical implications The findings aim to provide best practices for leveraging social media to attract and retain sponsors. These insights will inform best practices for other clubs and leagues within Ecuador and the broader Latin American region. Originality/value This study reveals how Ecuador's deep soccer culture and social context shape digital strategies, with clubs using Instagram, TikTok and WhatsApp to attract and retain sponsors.
PurposeSponsorships as service engagement platforms are a complex and difficult undertaking, as negative incidents might endanger the sponsorship value. The aim of this study is to investigate to what extent leveraging sponsorships with corporate social responsibility (CSR) activities can reduce the risk of brand damage for sponsors.Design/methodology/approachAn experimental study was conducted in a 2 & times; 2 between-subjects design (CSR vs. no CSR-leveraging x positive vs. negative doping test). Attitude toward the sponsor and resistance to negative information toward the sponsor served as dependent variables.FindingsCSR-leveraging (vs. no CSR-leveraging) has a significant positive effect on the sponsor's brand attitude. The effect is mediated by increased sponsorship-fit. A positive doping test for the sponsored athlete(s), however, cancels the perception of increased sponsorship-fit from the CSR-leverage. Leveraging sponsorships with CSR in sport is beneficial despite possible sport scandals involving the sponsored athlete(s).Originality/valueThis study provides empirical evidence for the influence of other actors on sponsorship value and how sponsors can proactively mitigate risks in sport sponsorship through leveraging sponsorships with CSR in sports.
PurposeThis study examines whether league context is associated with systematic differences in how fans explain and evaluate outcomes in event-time Finals discourse, comparing NBA and WNBA conversations on X. Specifically, we assess whether the leagues differ in the locus of attribution emphasized (internal vs. external) and in the composition of evaluative sentiment, distinguishing supportive versus non-supportive positivity and hostile versus non-hostile negativity.Design/methodology/approachWe collected public X posts from the 2025 NBA and WNBA Finals using a standardized game-centered observation window and restricted analyses to original posts. Posts were annotated for (a) attribution locus and (b) sentiment. Labels were generated at scale using a supervised, fine-tuned multi-task large language model, with GPT-4.1 mini as the base model. League differences in category prevalences were summarized as percentage-point contrasts with bootstrap confidence intervals.FindingsNBA Finals discourse emphasized internal attributions more frequently (49 vs. 42%), whereas WNBA Finals discourse emphasized external attributions more frequently (48 vs. 41%), indicating a league-linked shift in accountability orientation. Sentiment patterns also diverged: NBA discourse was more negative overall (50 vs. 41%), driven by both hostile and non-hostile negative expressions, while WNBA discourse was more positive overall (59 vs. 50%), with the positivity difference concentrated in supportive, affiliative expressions (29 vs. 19%) rather than non-supportive positivity.Originality/valueThe study advances a comparative account of league-differentiated fandom environments by treating league context as an interpretive framework for online discourse. It refines sport social media sentiment measurement beyond valence and links attribution and sentiment as interlocking components of fan discourse.
PurposeThe purpose of the study was twofold: (1) to examine the impact of the congruity of sports brand collaborations on consumers' explicit and implicit attitudes in conjunction with their need for uniqueness (NFU) and (2) to examine the relative effects of explicit and implicit attitudes on purchase intention.Design/methodology/approachThe study employed a 3 (congruity: low vs. moderate vs. high) & times; 3 (brand: Nike vs. Asics vs. Converse) mixed factorial experimental design. Participants watched the manipulated stimulus, then completed a single target implicit association test (ST-IAT) and a questionnaire measuring explicit attitude, purchase intention, and NFU.FindingsThe results revealed no significant differences in explicit and implicit attitudes across congruity levels. However, the "high-NFU" group showed a more positive explicit attitude when collaboration is highly congruent. The implicit attitude was positively related to the explicit attitude, while the explicit attitude was positively related to purchase intention.Originality/valueThis study integrated schema congruity theory and the associative-propositional evaluation model to elucidate the differential impact of incongruity on consumers' dual attitudes, establishing theoretical originality by demonstrating the sequential linkage between implicit and explicit processing.
Purpose Resident support for Olympic events has faced considerable challenges in recent years. The Olympic esports games (OEG) may be viewed as the International Olympic Committee's (IOC) strategic response to these challenges, aiming to engage younger audiences and adapt to the digitalization of sport. Drawing on Social Exchange Theory and Legitimacy Theory, this study investigates support for the OEG in Innsbruck (Austria) - a former winter Olympic games (WOG) host city - addressing how demographics, trust in institutions and attitudes toward WOG relate to support of this event format.Design/methodology/approach An on-site survey (n = 645) was conducted in Innsbruck between November and December 2024. To analyze resident support for hosting the OEG, regression models with binary outcomes were estimated. Independent variables included sociodemographic characteristics, interest in esports, whether esports should be Olympic, tourism-income, trust in government/IOC and support for WOG. Marginal effects were calculated to facilitate the interpretation of key independent variables.Findings Interest in esports was the most consistent predictor of support for hosting the OEG. Age and tourism-related income were also associated with higher levels of support, while women expressed slightly lower support than men.Originality/value The findings suggest that the OEG might support the IOC in engaging younger, esports-affine audiences and exploring new, more flexible event formats. Support is shaped by demographics and perceptions of esports legitimacy, highlighting the importance of inclusive communication and culturally sensitive designs. As empirical research on Olympic esports remains limited, further studies are needed to deepen the understanding of this emerging field.
PurposeThis study examines emotional expression and engagement on social media during a collegiate football rivalry game. We ask (1) how discrete emotions change across the event when discourse is separated by team stance and (2) how discrete emotions relate to different engagement modes on X.Design/methodology/approachUsing the X Search API, we collected posts from the 2023 UF vs. Florida State University football game (FSU 24, UF 15) with balanced team search terms (n = 21,913). We inferred stance using cue-based rules that capture explicit support and opponent-directed attacks (Pro-UF, Pro-FSU, Neutral/Unclear). Emotions were measured with a RoBERTa-based classifier trained on the GoEmotions dataset. We aggregated probabilities into 30-min bins by stance and linked dominant emotions to engagement mode.FindingsEmotion trends differed by stance, showing that overall discourse reflects a mix of affiliation groups. Each stance group exhibited distinct emotion trajectories across the game window, with distinct profiles in both magnitude and timing as game events unfolded. Emotions within the same valence diverged, and engagement patterns were mode-specific. Admiration and excitement drew likes and retweets; curiosity, confusion and disapproval drew replies; and disappointment appeared broadly across replies, quotes, and views.Originality/valueThe study advances sport social media research by integrating stance detection with multi-emotion classification and by linking these measures to mode-specific engagement outcomes. This approach demonstrates that binary measures and stance-blind analyses can mask meaningful complexity in fan behavior, while offering clearer guidance for sport social media research.
PurposeThe purpose of this study is to extend the self-presentation theory by examining how different types of athlete-generated social media content, categorized as frontstage, backstage and hidden stage, affect fan engagement on social media platforms. Specifically, the study aims to identify how variations in content presentation and self-disclosure influence audience reactions such as likes, comments and shares.Design/methodology/approachWith the data collection in Instagram, this study utilized a qualitative approach to investigate the effects of frontstage, backstage and hidden-stage on the fan engagement rate of the WTA players and LPGA Tour players with their fans/followers. We selected the top 10 women's golfers and 10 tennis players. Content analysis was used to analyze and categorize 1,142 Instagram photos of the players from November 2024 to December 2024.FindingsQuantitative regression analyses showed that backstage content (Girl Next Door and Social Butterfly) yielded significantly higher engagement than frontstage posts, while Brand Ambassador posts were the least engaging. Interestingly, no significant differences in engagement effects were found between LPGA and WTA, though descriptive differences in posting preferences emerged.Originality/valueThis study offers a novel contribution by extending the self-presentation theory to the context of athlete social media communication, introducing the concept of a "hidden stage" as a new dimension beyond the traditional frontstage and backstage framework. By systematically comparing engagement patterns across these three stages, the research provides a deeper understanding of how athletes strategically manage their online personas to connect with fans. The study's findings advance theoretical perspectives on digital self-presentation while offering practical insights for athletes, sport marketers and communication professionals seeking to optimize fan engagement through authentic and strategically crafted social media content.
Purpose This study aims to advance understanding of contemporary football spectatorship by identifying and analysing distinct audience segments attending live matches at elite stadiums. It addresses the limitations of unidimensional segmentation of fans by introducing a multidimensional framework to capture the diversity of matchday attendees in globalized football. Design/methodology/approach The study employs a cluster-based segmentation approach grounded in key theories of football spectatorship. Guided by these frameworks, sociodemographic and contextual variables – gender, age, origin and membership status – served as primary segmentation drivers. Data were collected through a structured survey administered to 657 matchday attendees at FC Barcelona's stadium during two La Liga fixtures. The TwoStep clustering algorithm identified distinct fan segments. Inter-cluster differences in affiliation, experience and attendance were then assessed using analysis of variance (ANOVA) and Chi-square tests. Findings Seven distinct clusters were identified, each representing specific patterns of stadium attendance, fan affiliation and fan experience evaluation. The results reveal a coexistence of emotionally committed local fans and experience-oriented international spectators, with significant differences in satisfaction, loyalty and matchday motivations. Notably, two exclusively female clusters emerged alongside a distinct group (Mild Members) with a hybrid profile – combining formal affiliation with sporadic attendance. Originality/value This study advances segmentation research in three ways: it focuses on in-stadium audiences of a global club rather than media-based fan bases; it uses sociodemographic and contextual variables as primary segmentation drivers; and it identifies emerging clusters – such as exclusively female groups and “Mild Members” – with implications for experience design and revenue optimization.
