ABSTRACT
This chapter combines both perspectives of fan engagement. It addresses the concept of fan engagement. The chapter concludes with a word of warning when it comes to fan engagement. It is important not to overlook the fact that football fans are not necessarily the loyal, irrational and passionate supporters as mentioned earlier. Fan engagement has become a buzzword within the past years – both in the sports marketing literature and the business of sports. It explores the status quo of academic research in the field of fan engagement and also describes some concepts and instruments football entities might use to engage their fans. There are various empirical studies examining the concept of fan engagement in different contexts. The relevant sports marketing literature as well as blogs from sports marketing practioniers offer a wide range of instruments in the context of fan engagement. The chapter explores how FIFA actively engages fans in their various tournaments.
