THE ROLE OF INVOLVEMENT IN FAN LOYALTY IN PROFESSIONAL SPORTS

Pantelis Nassis1 & Nicholas D. Theodorakis,

1Department of Physical Education and Sports Sciences, University of Athens, Hellas

2Department of Physical Education and Sports Sciences, Aristotle University of Thessaloniki, Serres, Hellas

Abstract

Leisure involvement plays a formative role in the development of participants’ loyalty to a leisure pro- vider or a particular place. The purpose of the present study was to examine the relationship between fan involvement with the sport of football (soccer) and their loyalty to their favourite team among 215 Greek university students. The results confirmed the multidimensional model of involvement employed in fan behaviour research. Furthermore, regression analyses showed that the three dimensions of involvement have predicted to a different extent certain aspects of fan loyalty to their team. Studying fan involvement profile and the extent to which each dimension has an influence on key aspects of fan behavior can be used by professional teams' management as a tool for their fan segmentation and the development of appropriate communication strategies.

Keywords: involvement, team loyalty, fan behavior.