Action and reaction : how political influence perceptions interact with football fan loyalty

Abstract

Purpose: The present study analyses the interaction between sport infrastructure development and the role of politics in that development. The analysis focuses on Hungary, where the relationship between politics and sport is prominent in the development of sports infrastructure. Methodology: To investigate the research question, a unique dataset is used: in 2022, fans of a Hungarian first-division football team responded to a survey on team loyalty, venue preferences, perception of political influence and other topics in the city where this first-division football team is located (n = 207). Findings: Empirical results highlight a significant moderating effect of perceptions on political influence: with lower levels of political influence acceptance, the relationship between perceived stadium quality and football fans’ loyalty is weaker. Practical implications: The present findings have implications for sports management when the ideal role of political influence in the sport and football environment is debated. Research contribution: Empirical findings contribute to the assessment of the impact of political influence perceptions on football fan loyalty. Originality: Previous brand management literature did not examine moderation effects related to political influence perceptions extensively, and the research aims to fill this gap.