... a global professional‐sport brand. Design/methodology/approach Twelve semi‐directed individual interviews with French satellite fans about how they perceive the English Big Four brands of Arsenal Football Club (FC), Chelsea FC, Liverpool FC and Manchester United are conducted. Findings The paper...

... another sport besides football. Originality/value This paper provides exploratory research in an area of great popularity, relating tribal behaviours with brand strategies which involve millions of euros all over the world. Why do people join cults? Why do people become devoted to certain brands...