Global Reach, Local Fans: How English Premier League Clubs Build American Fan Loyalty

Date of Award

Spring 5-2026

Degree Name

Bachelor of Science (BS)

Advisor(s)

Zhe Han

Abstract

This study examines how American consumers develop emotional attachment to English Premier League clubs despite having no geographic or cultural ties to these teams. As European football has expanded globally, clubs have evolved into international brands capable of cultivating large fan communities across national borders. This research investigates the factors that shape the formation and persistence of international sports fandom. To analyze these dynamics, an online survey of 295 respondents based in the United States was conducted, measuring the influence of social interaction, star players, and perceptions of club success on fan behavior and identity. The study employs multiple linear regression analysis to evaluate which factors significantly predict emotional attachment and the extent to which fandom becomes part of an individual's identity. The results reveal a clear distinction between initial fan acquisition and long-term loyalty. While a majority of respondents report that star players influence their initial interest in a club, regression findings indicate that player influence and team success are not statistically significant predictors of long-term emotional attachment or identity. Instead, social viewing behavior and years of support emerge as the strongest and most consistent drivers across both models, highlighting the importance of shared experiences and sustained engagement. These findings suggest that global sports fandom is not primarily sustained by performance or star power, but by social interaction and long-term participation in fan communities. This study contributes to the literature on global sports marketing by demonstrating how professional football clubs function as relationship-driven brands that build lasting consumer connections beyond geographic boundaries.

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