Football fandom is one of the most important research areas that, despite numerous studies in this field, many research issues and concerns remain unanswered. Therefore, the present study aims to investigate the influential factors on the identity formation of loyal football fans. Since football clubs aim to convert their fans into loyal supporters, understanding a set of factors can lead to a new insight in this domain.
Methodology
The present research is considered from an applied objective and qualitative data perspective, conducted using content analysis methodology. The data collection tool was interviews conducted face-to-face, involving 11 semi-structured interviews with loyal sports fans. To identify loyal fans, three indicators were used: duration of fandom (more than 5 years), team loyalty stability (no change in favorite team over the past 5 years), and stadium attendance frequency (having visited the stadium at least 10 times on average per season). For female fans unable to attend the stadium, the frequency of watching their favorite team on television was considered as an indicator. After each interview, the entire interview text was transcribed, then coded in three stages: open coding, themes, and categories.
Results
Ultimately, three main categories were identified as influential factors in the identity formation of loyal fans with football teams. These factors, in order of importance, include football insight, team centrism, and football culture. Team centrism indicates that loyal fans focus on the overall nature of the team regardless of coaches, players, or managers. Therefore, even with changes in successful coaches and players, loyal fans do not abandon their team identity. The football insight category also refers to the deep understanding of fans regarding football. The importance of football philosophy, inclination towards unbiased fandom, support irrespective of team results, and nonconformity to others are the key concepts related to the football insight category. Football culture is also identified as one of the influential factors on loyalty. The community’s perspective on loyal fans is the most important concept in this category.
Conclusion
Loyalty is the final stage of fans’ identity formation, where a fan holds a greater functional knowledge and symbolic value for the team. The current research indicates that a fan integrates their team into their life and sometimes prioritizes the team over their own life priorities. This demonstrates that loyal fans are not influenced by others and the significance of the team's results becomes less pronounced for them. In fact, the team holds a deep symbolic value for the fan, and thus the fan supports the team as a whole, regardless of players, coaches, or results.