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date: 09 August 2020

Fan Loyalty 

Source:
Berkshire Encyclopedia of World Sport
Author(s):
Jeffrey D. JamesJeffrey D. JAMES

Fan loyalty refers to a form of sports spectatorship characterized by a strong sense of attachment to and affiliation with a particular sport or team. For a loyal fan, as opposed to the fair-weather fan, winning is only one of several factors that influence their loyalty to the team. Fan loyalty is now viewed by sports management as an important variable that can be manipulated to increase revenue as well as build and maintain a brand. ...

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