ABSTRACT
The Fiorentina professional football club is one of the A Series Italian teams, and it is substance and symbol of a strong identification with the city. Local stakeholders and fans, involved in a complex network of relationships, continue to play a role of privileged spokespersons who are able to influence sport results and management decisions of the club. The Fiorentina football club is the focus of a network of relationships which all interact with each other to implement the product-game. The Fiorentina games emerge as the only event able to attract tens of thousands people in Florence. The organized community of Fiorentina fans is a composite network of micro-groups, a sort of tribal constellation. The research carried out and data analyzed confirm that the Fiorentina is a team which is firmly based on its home city and fans. The chapter analyzes the "unorganized" Viola fans, who follow the games either by watching them on television or by attending them live.
