Understanding fan pressures and its impact on football club sustainability: insights from the Colombian context
A summary of the research:
This study examines how fan expectations and pressures impact the sustainability of Colombian football clubs, with a specific focus on economic, social, and environmental dimensions. Researchers surveyed fans from various Colombian clubs to analyze their influence on club management decisions. Results showed that fans prioritize social responsibility efforts, particularly community programs, anti-racism initiatives, and the promotion of women's football. While economic sustainability remains crucial, environmental concerns ranked lower in importance, though still positively viewed. The study found that clubs responding to fan-driven pressures in these areas tend to have stronger reputations and financial stability, demonstrating the power of fan engagement in shaping club policies.
One key finding is that active fans—those who regularly attend matches or engage with clubs through merchandise and media—have a stronger economic impact, while non-active fans, who support clubs from a distance, are more driven by social and environmental commitments. This suggests that clubs should tailor their engagement strategies to different fan groups. The study highlights that promoting women’s football and addressing social justice issues can enhance a club’s goodwill and long-term sustainability, but clubs need to work on translating environmental awareness into concrete actions.
Key Takeaways:
Invest in Women's Football as a Fan Engagement Strategy – Fans value the promotion of women's football, making it a key area for investment. Clubs should actively market their women’s teams, increase media visibility, and offer incentives to attract more supporters.
Leverage Social Responsibility for Club Reputation – Anti-racism campaigns, community programs, and youth development initiatives strengthen fan loyalty and club reputation. Administrators should prioritize these programs to enhance social sustainability.
Develop Environmental Initiatives with Fan Involvement – While environmental concerns ranked lower than social ones, they are still relevant. Clubs can introduce sustainability initiatives such as eco-friendly stadium policies, fan-led recycling programs, and awareness campaigns to increase engagement in this area.
Authors: Juan Alejandro Hernández-Hernández, Abraham Londoño-Pineda* and Jose Alejandro Cano
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