Title: Understanding the passion of soccer for Mexican consumers

Authors: Raquel Castano, Sandra Nunez, Marijose Sanchez

Addresses: Graduate School of Administration and Management (EGADE), Monterrey Institute of Technology and Higher Education (ITESM), Monterrey Campus, Av. Fundadores y Rufino Tamayo, 66269 San Pedro Garza Garcia, NL, Mexico. ' Graduate School of Administration and Management (EGADE), Monterrey Institute of Technology and Higher Education (ITESM), Monterrey Campus, Av. Fundadores y Rufino Tamayo, 66269 San Pedro Garza Garcia, NL, Mexico. ' Graduate School of Administration and Management (EGADE), Monterrey Institute of Technology and Higher Education (ITESM), Monterrey Campus, Av. Fundadores y Rufino Tamayo, 66269 San Pedro Garza Garcia, NL, Mexico

Abstract: Sports are intimately connected to the lives of their consumers in many different ways. In this study, we explore the meaning of world football (or soccer) for low income consumers in Mexico who attend matches every week and follow their teams with a passionate support. Thirty one in-depth interviews were conducted and our findings highlight several themes describing individual and social gains that individuals attain as a result of a strong relationship and identification with a particular team. First, this relationship provides a buffer from feelings of anxiety that emerge from everyday problems; second, it promotes social ties and feelings of belongingness; and third, it helps in the creation of family identity. But most important while accomplishing these goals these individuals gain an inner sense of self worth.

Keywords: soccer fans; world football; leisure marketing; motivations; loyalty; family identity; Mexican consumers; low income consumers; football fans; team identification; self worth.

DOI: 10.1504/IJLTM.2010.032063

International Journal of Leisure and Tourism Marketing, 2010 Vol.1 No.4, pp.344 - 357

Published online: 07 Mar 2010 *

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