Foreign fandom and the Liverpool FC: a cyber-mediated romance

Abstract

Globalization and advances in communications technology, notably satellite television and broadband Internet, have greatly expanded the potential marketplace for professional sport teams. As a result, many team brands profit from millions of satellite supporters worldwide. This study is the third in a series that explores why, and how, these foreign consumers support their chosen team. Through a mixed methods case study, satellite supporters highlighted the importance of seven primary antecedents in their initial identification with the English Premier League’s Liverpool FC: media coverage, style of play, presence of a particular player(s), team success, history of success, participation in the highest division and stadium. They also actively sought opportunities to support the team (and engage with the club and fellow fans) throughout the year, not solely during football season. Furthermore, satellite supporters expressed intense loyalty for, and appeared to derive psychological benefit from their support of, the foreign-based team. As such, satellite supporters present an opportunity for sport marketers to tap into a lucrative fan base and enhance their own team brands.