How Much Are Fans Willing to Pay to Help “Their” Soccer Clubs to Overcome a Crisis? An Analysis of Central European Fans during the COVID-19 Pandemic

Abstract

Through restrictions and people’s behavioral changes with regard to public events, the COVID-19 pandemic has had a massive financial impact on professional team sports clubs. Particularly, many smaller clubs that are more dependent on match-day revenues were facing an existential struggle. In this study, we examined the willingness of fans to contribute financially to help their favorite teams to overcome financial difficulties caused by this unforeseen operational risk. Moreover, we investigated the significance of the level of team identification among fans as an antecedent for willingness to pay. Analyzing the data from an online survey with 178 respondents, we found that fans would be willing to participate in fundraising campaigns to support their favorite teams. Among the fans of small clubs, the level of identification drives the willingness to support. On the one hand, the findings are encouraging for clubs as they underscore the potential role fans could play in overcoming the current crisis while showing that including fans in future risk management strategies is a promising approach. On the other hand, for this to be successful, clubs need to unravel and invest in measures for nurturing the fans’ identification with the team.

Sports-related leisure behavior in Alpine regions during the COVID-19 pandemic—A cross-sectional study in Austria, Germany and Italy

“…Major sports leagues in Europe, North America, and other countries ended their seasons early and big sports events were canceled or postponed, including the 2020 Summer Olympics and the UEFA EURO 2020, which took place in the same countries in 2021 ( 16 – 18 ). The suspension of professional sports was followed by events without spectators, which were referred to as “ghost games” ( 19 ). Taking into account the measures in place at the time, sports organizers tried to ensure the resumption of games while encouraging people back to the events.…”

“…By contrast, leisure constraints hinder recreational activities (2) and can be categorized as intrapersonal (e.g., negative emotions), interpersonal (e.g., no company for leisure activities) and structural constraints (e.g., insufficient time, financial burden) (2, 3). However, these three constraints could be related to COVID- 19 (3) and could possibly cause a deeper distinction or shift of each type of constraint in relation to engaging in leisure activities. Behavior itself can be influenced by a number of factors, including personal economic wellbeing and disposable income, changes in costs, perceived health risks, and changes in consumption capacity as a result of pandemic restrictions (4).…”