SSRS is on a mission to understand sports fandom around the world.
Our research focuses on pathways to fandom at the international level and understanding what fandom means in different cultures and communities.
This June, the United States will play host to the FIFA Club World Cup in a new format that includes 32 teams from every region of the globe. The expanded tournament gives more fans a chance to see their favorite club square off against the world’s top competition, with a total of $1 billion in prize money at stake, including $125 million for the champions. With the FIFA Club World Cup around the corner, we’re sharing insights from soccer fans we spoke to in 15 countries in North America, Europe, Asia, and Africa.
Using online bulletin boards with built-in AI translation support, participants were asked to complete a range of activities designed to understand their fan behaviors, including uploading self-reflection videos about what it means to be a sports fan, and how they became fans of various soccer leagues. Read more about this research >>
Pathways to Soccer Fandom
Keeping it in the Family
Soccer fandom around the world is rooted in personal, cultural, and social connections. Fans often develop their loyalty to teams through family traditions and exposure during childhood. Fans cherish these family traditions, memories and experiences, and are committed to passing on their love for their teams to future generations.
It’s About the Experience
Social rituals such as watching games with friends at bars or attending matches in person are central to the fan experience. Watching games with relatives or friends—at home, in pubs, or at stadiums—allows international soccer fans to strengthen their bonds and sense of community by sharing excitement, emotions, and rituals.
For the Love of the Game
Many soccer fans developed their fandom through an appreciation for the competitiveness, technical skills, athleticism and discipline that teams and players display in national leagues like the Premier League and La Liga, as well as in international events such as the Champions League and the World Cup. Fans also admire the performance and rivalries that have defined their favorite teams’ histories.
For the Love of the Players
Soccer fans around the world closely follow star players such as Lionel Messi, Kylian Mbappé, and Cristiano Ronaldo, attracted by their personalities, skills, and achievements. This admiration transcends team loyalty, as fans continue to support these players as they transfer/move to different teams and leagues around the world.
Cultivating National Pride
Fans have a strong connection to their favorite local teams because these represent their national and cultural pride, values and diversity. Local players who are recruited to leagues in other countries connect local fans to teams and leagues around the world. And finally, fans who move to new countries remain loyal to their native teams.
