The role of football fan community in value co-creation

Fans are of central importance to sport service production. Their passion, excitement and involvement are crucial for event implementation and value creation. This paper focuses on how a football fan community engages in manifold interactions with its team, the local context and the network of actors as a whole. Within the theoretical framework of the stakeholders and the network approaches, a case study analysis and examination of the ACF Fiorentina’s season ticket holders database enlighten a system of relationships where fans are able to influence the internal dynamics of the social network developed around the football club. In light of the empirical evidence emerging from the case studies and the database on supporters, we have proposed a first typology of fans’ roles and strategic behaviours. Findings show not only the roles assumed by fans during the match in terms of identification and participation, but also underline the variety of ways in which fans behave as stakeholders of their own team. In terms of value co-creation, this research highlights the fan community as a salient stakeholder and not just a mere spectator grouping. As such, fans and supporters provide an important role by influencing choices and behaviours of the football club and other stakeholders.