Long-distance brand relationship marketing in sport: determining factors for satellite fans’ share of wallet and time

Satellite fans have a growing presence in the sports business, prompting sports team managers to rethink the benefits they could provide to this segment for a long-term reciprocal relationship. Through a qualitative pilot and a quantitative study, we assess the benefits valued by American satellite fans who follow European soccer teams and how these benefits impact their self-brand connection and consumer share. Specifically, we argue that self-brand connection is a role identity-based mechanism that mediates the relationship between benefits and fans’ share of wallet and time. This research identifies relationship benefits salient to satellite sports fans and further demonstrates their differential effects on time and wallet shares. Results further highlight the importance of self-brand connection as a reciprocal mechanism that drives the relational outcome of long-distance fandom. We enrich our understanding of role identity in fan-team relationship marketing and offer actionable ways for sports organisations to better deliver the benefits they can manage.