Abstract
The aim of this study is to expose a significant relationship between the level of participation in sports events experienced by the consumers, and their psychological commitment, loyalty and involvement with the club. Furthermore, it proves that, as the intensity of participation increases, lasting psychological connections between fans and their favourite clubs are created and strengthened, with significant impact on clubs’ corporate image and financial assets. As a further result, it is revealed that there’s a higher level of participation in sports events among male and younger fans. Finally, this paper plans to contribute to a better understanding of human behaviour in sports’ context, specifically the phenomenon of internalization experienced by the consumer regarding marketing stimuli that encourage loyalty and club involvement.
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