The effect of identification with a sports team and its performance on the willingness of fans to pay for team products

The current research tests the effect of the psychological connection between sport fans and their favorite team. The results indicate that both the degree of identification and the perceived performance of the team affect the consumption behavior of the fans in the case of consumption of all goods and services. The degree of identification weakens the relationship between the team's performance and the predicted amount of money that the fans will spend in the coming season. The findings indicate that the development of identification and the connection among potential fans will have a significant benefit for managers.