Fan Loyalty and Merchandise Sales

In the world of sports marketing, understanding what drives fans to buy team-licensed merchandise and sponsor products is crucial for clubs and their sponsors. FC Barcelona (FCB), renowned for its member-based ownership model, offers unique insights into this phenomenon. While private ownership is common among major European soccer clubs, FCB stands out with its democratic structure, allowing members to have a significant say in club decisions. This participative model not only fosters a strong sense of psychological ownership but also impacts members' loyalty and spending behaviors.

Research has shown that psychological ownership—where fans feel a deep connection and sense of control over the club—plays a critical role in influencing their purchase intentions. For FCB members, this feeling of ownership significantly outweighs the impact of mere team identification. This is a game-changer for sports marketers, highlighting the need to focus on fostering psychological ownership through promotional strategies.

FCB's commitment to its members and Catalan identity further amplifies this effect. By enhancing match experiences, supporting travel, improving social spaces, and boosting fan activities, FCB can deepen this sense of ownership and drive merchandise sales. The club's alignment with Catalonia's social, political, and economic context also plays a pivotal role in strengthening members' emotional bonds.

Looking ahead, future research should explore how these findings apply to other clubs with similar member-based structures or previously held such structures before major investments. By expanding the scope to include different clubs and broader member samples, we can better understand the dynamics of fan loyalty and its impact on purchasing behaviors.

For sports managers and marketers, embracing these insights means crafting strategies that not only highlight the pride of ownership but also resonate with the unique cultural and organizational contexts of their clubs. This approach promises not only increased sales but also stronger, more engaged fan communities.

Palau-Saumell, R., Matute, J., & Forgas-Coll, S. (2022). The roles of team identification and psychological ownership in fans’ intentions to purchase team-licensed and a sponsor’s products: The case of FC Barcelona members. Sport Management Review, 25(5), 791-819.