ABSTRACT
Sport activity has been integrated into daily life. The Deutsche Fußball Bund (DFB) is the biggest sports association in the world with more than 6.85 million members. The public benefits from the club's services on the day of the match. The supporters belonging to fan clubs have the most outstanding places. The brand image is a set of emotional and rational representations linked to the club. Since it is impossible to read spectators' thoughts, a deeper knowledge of the experiences which form the club's image is required. Marketing in sport depends all too often on the team's performance and sport results. Different categories influence spectator behaviour and consequently have an impact on the brand capital. Buying spin-off products does not lead to the same behaviour as buying a season ticket. Attachment to a team is visible because of these products.
