Fan – the prosumer of the sports market on the example of Pogon Szczecin Sport Club supporters

Abstract

Introduction. The relationship between sports fan and the favored organization is a unique type of the client-brand connection. The attitude of the fan towards beloved club is based on emotions. Supporters also have an extraordinary wide knowledge about the supported organization. Due to the active participation in the process of creation of products and services on the sports market, fans should no longer be regarded just as ordinary customers.Objective. Confirmation of the hypothesis that fans should be regarded as prosumers of the sports market.Methods. The study was carried out using the original questionnaire, which was shared via Facebook and the site Wykop.pl.Results. The obtained results confirm the hypothesis that fans should be regarded as prosumers of the sports market.