Understanding Fans’ Responses to the Sponsor of a Rival Team A study from Newcastle University looked at how fans react to sponsors of their rival teams. The research involved 300 fans from Newcastle United Football Club and Sunderland AFC. The key findings are: - Fans are more likely to accept a rival team's sponsor if the sponsor’s brand matches the image of that team. - If fans already liked the sponsor before, they will still feel positive about them, even if they sponsor the rival team. - Fans who strongly support their team pay extra attention to the sponsors of rival teams and think more about those sponsorships. - Schadenfreude (taking pleasure in a rival’s bad luck) has a bigger impact on how fans feel about rival sponsors than fan loyalty. Fans may enjoy disliking the sponsor of their rival team, which influences their behavior.
Salem Badughaish’s Post
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