Motives and identification of different types of fans with a team in Serbian soccer

Low attendance rates at the national level soccer games in Serbia has resulted in unenviable market place positions of the soccer clubs. The current research analyzes the differences among types of different fans among the top soccer clubs in Serbia across the motivations for consumption in sport and a team identification. A sample of respondents (N=365) were divided by their commitment and loyalty to the club into three subsamples: temporary, loyal and committed fans. The results indicated that the level of motivation and identification increases with the level of fan commitment and loyalty to the club. There were significant differences for committed fans in regards to individual motives and team identification as compared to temporary and loyal fans, with loyal fans showing higher levels than temporary fans. Implications based on these established distinctions suggest to sports marketers the necessity for making adjustments in marketing strategies based on each type of fan or target consumer group.