Examining fans’ perceptions of club-brands’ heritage: between continuity and change

Benjamin Pelican (), Nicolas Chanavat () and Eleni Theodoraki
Additional contact information
Benjamin Pelican: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université, CETAPS - Centre d’études des transformations des activités physiques et sportives - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Nicolas Chanavat: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne - UJM EPE - Université Jean Monnet (EPSCPE)
Eleni Theodoraki: UCD - University College Dublin [Dublin]

Post-Print from HAL

Abstract: Purpose/Rationale: This article explores the perceptions of brand heritage among football club-brand fans, examining the dichotomy between continuity and change. Methodology: A qualitative study was conducted through semi-structured interviews with thirty-three French fans of club-brands, utilising a semiotic analysis to understand their discourse and perceptions. Findings: The results show that fans perceive brand heritage as being both continuous (rooted in history and traditions) and changing (reflecting the evolution of identity and the adaptation of club-brands). Fans can accept changes to heritage as long as they are moderate and in keeping with the club brand's past. Practical Implications: Brand managers need to negotiate the ambidexterity of the brand and find a balance between consistency and relevance, adapting their marketing strategies to meet fans' varied expectations while preserving their brand's heritage. Research Contribution: This research enriches the understanding of the dimensions of brand heritage, highlighting the importance of the interaction between continuity and change in managing football club-brands. Originality/Value: This paper is one of the first to examine the concept of brand heritage in professional sport. The originality of this study lies in its semiotic approach, providing insights into the complexity of brand heritage perceptions within football fan communities.

Keywords: Brand heritage; Ambidexterity; Club-brand; Fan perception; Identity positioning (search for similar items in EconPapers)
Date: 2025-12-17
References: Add references at CitEc
Citations:

Published in Managing Sport and Leisure, 2025, pp.1-17. ⟨10.1080/23750472.2025.2602491⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05532942

DOI: 10.1080/23750472.2025.2602491

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().