Keywords: internationalisation, sport brands, professional sports teams, sports fans, brand perceptions, sport marketing
Internationalisation of sports teams brands: the consumers' perspective
This paper tries to explain how consumers (fans) deal with an increasing offering of sport brands that tend to internationalise. In particular, we aim at better understanding how fans 'brand's perceptions are affected by the internationalisation process of their favourite sports team. Building on previous studies and using an empirical qualitative data collection performed among sports fans from three teams at various internationalisation stages and from different countries, emerging themes are presented. Results are also analysed and discussed.