“…As a means of emphasizing the need for the introduction of CRM campaigns in the professional sport sector, Lachowetz and Gladden [17] suggested that the implementation of CRM by professional sport teams could reverse the negative perceptions sport fans have regarding teams due to players' banned drug use or player strikes and, in turn, could enhance favorable attitude and fan loyalty. The extant studies on CRM in professional sport revealed the consequences of CRM, such as elevated favorable attitude regarding teams [11,18], increased intention to purchase team-licensed products, and enhanced team loyalty [11,19,20]. The prior studies, however, seem to have limitations in considering sport fans' embedded altruistic tendencies when it comes to the effectiveness of sport teams' CRM campaigns.…”