ABSTRACT
The main purpose of the study was to verify the applicability of team identification, satisfaction with team’s performance, and engagement in team’s social media as criteria for marketing segmentation of football fans. This study undertakes a clustering analysis of football fans in Poland (N = 433) according to the proposed variables and subsequently profiles the determined clusters on consumption variables (i.e., match attendance, merchandise purchase, word-of-mouth involvement, interest in media coverage) and demographic characteristics (e.g., age, sex). The procedure defines four distinct clusters – avid, casual, die-hard, and regular – enabling some useful marketing insights. In particular, the analysis underscores the importance of team identity in determination of the intensity of fans’ consumption activities and enhancement of their sport performance tolerance. Furthermore, a high level of fans’ engagement proves to be a good indicator of their membership in the avid fans segment, which is of the highest consumption profile.
