Fans who invest time, money and passion in their relationship with fan objects are essential for the future of soccer. Despite this significance, there has been an increasing number of recent media reports on declining loyalty, increasing alienation or even the exit of soccer fans. The existing state of research on the subject is incomplete and characterized by contradictions. Against this background, this study examines the relationship between German soccer fans and their favorite clubs, with a particular focus on potential exits.
This study is based on a qualitative-explorative research design. Three focus group discussions were held with five experts each. The results were evaluated using thematic analysis.
Although the experts did not identify any far-reaching exit in fan behavior, there are various signs of increasing emotional estrangement between fans and clubs. This estrangement precedes an exit in a procedural structure and is driven by issues relating to the commercialization, governance and attractiveness of soccer. The dynamics of estrangement are countered by various opportunities for fans’ participation in clubs. In addition, the results emphasize the relevance of personal factors, concerning changes in the private and individual circumstances of individual fans.
This is the first article to address potential fan exits in German soccer using focus groups and the involvement of experts.
