Official supporters clubs: the untapped potential of fan loyalty

Sven Theysohn · Oliver Fast Hinz · Steve Nosworthy

28 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Sports, Gender, and Society Consumer Behavior in Brand Consumption and Identification Sports Analytics and Performance

Abstract

Preference analysis was conducted among supporter club members of the German national soccer team. Survey results based on 493 completed questionnaires underline the market potential of official fan loyalty programmes due to a high average willingness to pay and a general preference for cheap and easy to implement 'right of first refusal' benefits for tickets as the main supporters club feature. Adequately designed supporters clubs may present soccer clubs with a new source of income while creating opportunities to improve stadium atmosphere and security.

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References

1999Whence Consumer Loyalty?1994Customer Loyalty: Toward an Integrated Conceptual Framework 1994Valuing the Environment Through Contingent Valuation 1991A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes 2000On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing 1990Using surveys to value public goods: The contingent valuation method 1997Do Customer Loyalty Programs Really Work 1978Brand Loyalty: Measurement and Management

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