'As American as Mom, Apple Pie and Dutch Soccer?': The Team Identification of Foreign Ajax FC Supporters

Kerr, AK; Smith, NF; Anderson, A

'As American as Mom, Apple Pie and Dutch Soccer?': The Team Identification of Foreign Ajax FC Supporters

Kerr, AK Smith, NF Anderson, A

Permalink

Publisher:: Palgrave
Publication Type:: Chapter
Citation:: Sport as a Business: International, Professionalism and Commercial Aspects, 2011, 1, pp. 15 - 34
Issue Date:: 2011-01

Open Access

Copyright Clearance Process

Recently Added
In Progress
Open Access

This item is open access.

Adobe PDF

Download full textAdobe PDF (163.59 kB)

View statistics

Full metadata record

Field	Value	Language
dc.contributor.author	Kerr, AK	en_US
dc.contributor.author	Smith, NF	en_US
dc.contributor.author	Anderson, A	en_US
dc.contributor.editor	Dolles, H	en_US
dc.date.issued	2011-01	en_US
dc.identifier.citation	Sport as a Business: International, Professionalism and Commercial Aspects, 2011, 1, pp. 15 - 34	en_US
dc.identifier.isbn	978-0-230-24925-7	en_US
dc.identifier.uri	http://hdl.handle.net/10453/17733
dc.description.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 second in a series that explores why, and how, the foreign consumer supports their chosen team, in this instance, AFC Ajax of Amsterdam. Respondents highlighted the importance of team reputation and/or tradition; the presence of a particular player(s); team success; and media coverage in their decision to support Ajax FC. 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 potentially lucrative fan base and enhance their own team brands.	en_US
dc.publisher	Palgrave	en_US
dc.relation.ispartof	Sport as a Business: International, Professionalism and Commercial Aspects	en_US
dc.title	'As American as Mom, Apple Pie and Dutch Soccer?': The Team Identification of Foreign Ajax FC Supporters	en_US
dc.type	Chapter
utslib.location	Basingstoke, UK	en_US
utslib.for	0104 Statistics	en_US
utslib.citation.edition	1	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Science
pubs.organisational-group	/University of Technology Sydney/Faculty of Science/School of Mathematical Sciences
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.edition	1	en_US
pubs.place-of-publication	Basingstoke, UK	en_US

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 second in a series that explores why, and how, the foreign consumer supports their chosen team, in this instance, AFC Ajax of Amsterdam. Respondents highlighted the importance of team reputation and/or tradition; the presence of a particular player(s); team success; and media coverage in their decision to support Ajax FC. 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 potentially lucrative fan base and enhance their own team brands.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/17733