'As American as Mom, Apple Pie and Dutch Soccer?': The Team Identification of Foreign Ajax FC Supporters

Abstract

Globalization and advances in communications technology, notably satellite television and broadband internet, have greatly expanded the potential marketplace for professional sport teams. As a result, many team brands profit from millions of satellite supporters worldwide. This study is the second in a series that explores why, and how, the foreign consumer supports their chosen team, in this instance, AFC Ajax of Amsterdam. Respondents highlighted the importance of team reputation and/or tradition; the presence of a particular player(s); team success; and media coverage in their decision to support Ajax FC. Furthermore, satellite supporters expressed intense loyalty for, and appeared to derive psychological benefit from their support of, the foreign-based team. As such, satellite supporters present an opportunity for sport marketers to tap into a potentially lucrative fan base and enhance their own team brands.