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Percorrer por autor "Fink, Christoph"

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  • Moral boundaries in football sponsorship : evidence from the Bundesliga
    Publication . Fink, Christoph; Cruz, Nuno Moreira da
    This study examines the influence of ethically controversial sponsors on fan loyalty in the German Bundesliga. While sponsorship has become a key source of revenue for professional football, partnerships with companies linked to specific industries raise questions about their long-term impact on the relationship between clubs and fans. To investigate this question, a mixed-methods approach was used, combining twelve semi- structured expert interviews with an online survey of 252 Bundesliga fans. This triangulation of perspectives provides both qualitative depth and quantitative evidence of the impact of morally questionable sponsorship activities. The results show that controversial sponsors significantly weaken fans' willingness to continue supporting their club, their emotional attachment, and their stadium attendance. Highly engaged fans are particularly vulnerable. Their deep loyalty does not protect them from disinterest, but rather increases their sensitivity to violations of values. Regression analyses confirm that this subgroup reacts most strongly to perceived discrepancies. Expert assessments also underscore the role of organized fan groups as moral corrective forces that amplify public criticism. For clubs, this means that sponsorship is not just a financial decision, but a strategic choice with implications for reputation and culture. Transparent communication and fan involvement are essential measures for mitigating risks and maintaining long-term loyalty.
    2025-10-13Dissertação de mestrado Acesso aberto Ver mais