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Motivational scale analysis to a new approach of Sport Lisboa and Benfica fandom segmentation
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The present study aims to complement a Work Project developed in partnership with Sport Lisboa eBenfica1as part of the Sports Management Field Lab. Thus, it highlights the benefits of a motivational analysis over the new fandom segmentation through a wide range of Literature Review across Fan Motivation. Lastly, it was complemented by a Motivation Scale, conducted through an online survey, and applied toa sample of club supporters. Consequently, it led to the analysis of different attachment levels, motivations, and sports-related behaviors with in each segment.
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Segmentation Sports management Customer relationship management Sl Benfica Fan motivation