Sten Söderman, Max Persson

(Stockholm University, Sweden)

 

 

Abstract: It has long been established that there is a strong relationship between football supporters and their football clubs based on family and local ties, with parallels being drawn between the supporters and the emerging concept of working consumers. This emergence of “working consumers” and its ramifications has brought the supporters’ role and its perception of authenticity under scrutiny. The purpose of this study is to describe authenticity in relation to the increasing commercialization of sport from a loyal working consumer perspective. The sample of commercialization was based on three football clubs in Stockholm that changed arenas in 2013. Data was collected using qualitative methods in supporter communities and by conducting interviews with supporters. When the data was thematically analysed it was found that the change of arena weakened the authenticity primarily in the physical link to the arena, which contains local ties, history, traditions and memories. Nevertheless, the impact of commercialization is regulated since authenticity is not entirely objective, but dependent on the beholder’s earlier experiences. The main contribution, summarized in six propositions is that supporters’ perceive authenticity when they are involved as working consumers in the club.

 

 

Key words: brand heritage; working consumers; supporters and commercialization

 

JEL code: M310