Strategic Management of Club Image During Performance Decline: The Role of Historical Narrative “Beautification”

This study explores how sports clubs manage their public image during periods of declining performance by introducing the concept of historical narrative “beautification.” The research combines a conceptual framework with empirical data collected from 120 football fans to examine how this strategy is perceived by supporters. The findings show that fans are not passive recipients of club communication, but active interpreters who recognize and evaluate the use of nostalgic and selective historical narratives. While such strategies can reinforce emotional attachment and sustain engagement in the short term, their effectiveness depends on credibility and balance. Supporters demonstrate a clear preference for transparency and authenticity, even when performance is poor. The study contributes to sport management literature by highlighting the tension between symbolic communication and organizational reality and suggests that sustainable image management requires integrating storytelling with honest and consistent practices.