The mattress makers: emotions and value proposal in Atlético de Madrid
2014; Taylor & Francis; Volume: 17; Issue: 1 Linguagem: Inglês
10.1080/14660970.2014.882818
ISSN1743-9590
AutoresJesús Rodríguez Pomeda, Fernando Casani Fernández de Navarrete, María del Mar Alonso‐Almeida,
Tópico(s)Sports Analytics and Performance
ResumoAtlético de Madrid (ATM) Football Club has a single-hearted fan base regardless of the sport results, unlike megaclub’s fandoms (like Real Madrid, from the same city) that demand a steady stream of sporting triumphs. Literature is sparse about how second line clubs that must compete with megaclubs from the same city for a fan base develop a sustainable value proposal based on their fans’ emotions. We analyse the content of interviews with followers, TV-ads and financial statements to deal with ATM’s emotional base comprised of eleven emotions. Emotions like pride secure a fandom base loyal to ATM even in the absence of wins. Findings suggest that ATM’s value proposal (based on fandom satisfaction) focuses on a niche of fierce modern-style supporters with emotions attuned to the club’s performance.
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