Football is an attractive sport with an incredible power of connecting. Its fans are very affiliated to football clubs and their brands. Over time, football has become a social binder which replaces the old ways of connecting with other people. Technology development has reduced and connected the world, the very geographical location of the domicile of the football club has become negligible, the access to information regarding football clubs around the world is just at the palm of our hands. The arrival of the web and social media has enabled fans with new ways of socializing in virtual communities, triggering the formation of so-called modern tribes. Technological innovations have altered the change in the relations between fans and their relation to the local environment. In my thesis, I will examine the influence of the modern ways of connecting and communicating on fan affiliation to brands of football clubs, focusing on man football on the European club level, more precisely, on the case of the local Slovenian club FC Olimpija Ljubljana and the foreign English club Liverpool FC.
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