Sport can trigger an emotional response in its consumers of the kind rarely brought forth by other products. Imagine bank customers buying memorabilia to show loyalty to their bank, or consumers ① identifying so strongly with their car insurance company that they get a tattoo with its logo. We know that some sport followers are so ② passionate about players, teams and the sport itself that their interest borders on obsession. This addiction provides the emotional glue that binds fans to teams, and maintains loyalty even in the face of on-field ③ failure While most managers can only dream of having customers that are as passionate about their products as sport fans, the emotion triggered by sport can also have a negative impact. Sport’s emotional intensity can mean that organisations have strong attachments to the past through nostalgia and club tradition. As a result, they may ④ increase efficiency, productivity and the need to respond quickly to changing market conditions. For example, a proposal to change club colours in order to project a more attractive image may be ⑤ defeated because it breaks a link with tradition.
* memorabilia: 기념품 ** obsession: 집착