New Consumer Fans: Tangible Market Resources as a Form of Sacralisation Maintenance

This paper discusses fan identity, in particular how football fans in the Republic of Ireland sustain such a high level of fan identity given the geographic restriction that prevents them from attending football matches on a... [ view full abstract ]

This paper discusses fan identity, in particular how football fans in the Republic of Ireland sustain such a high level of fan identity given the geographic restriction that prevents them from attending football matches on a regular basis. During the paper we outline our understanding of a fan identity, detail the different types of fandom, and discuss the history of fandom with a focus on the change from the traditional football supporter to the new market-centric football fan. It is imperative that football marketers understand the consumption practices of these new ‘consumer’ fans, as they have already alienated large segments of the traditional support base. This study shows that new ‘consumer’ fans do engage in sacred consumption, which has predominantly been associated with traditional football supporters. The new ‘consumer’ fan community also engage in sacralisation maintenance through the use of tangible market resources, engage in a process of fan lineage, and look to experience transcendence through communal consumption practices. Ultimately it was discovered that football marketers can facilitate the sacred consumption of new ‘consumer’ fans through the use of market resources, which would not be possible when marketing to traditional supporters due to the level of resistance expressed.