Sport team identification: a social identity perspective comparing local and distant fans

Abstract

Purpose: Supporting distant teams is a frequent phenomenon. Through the lens of the social identity theory, this research aims to examine differences between local and distant fans regarding drivers of team identification. Design/methodology/approach: A multigroup structural equation model was employed. The data were collected through an online survey with 1,285 sports fans. Findings: Team distinctiveness constitutes an important aspect fueling identification for all fans, whereas congruence between own and team personality is important for local and displaced fans only. Team prestige does not impact identification for either group. Practical implications: To build up a base of highly identified supporters, clubs should emphasize those aspects of team brands that fans consider distinctive. When targeting local fans, clubs should also focus on communicating the brand's unique personality aspects. Originality/value: This is the first study that assesses the potential differences behind fans' social identification with local and distant teams.