“All in one rhythm”: Measuring the national team identification of host residents and event sport tourists at the 2014 FIFA world cup
Cognizant Communication Corporation
School of Business and Law
The purpose of this study was to investigate the fan identification of host residents and international event sport tourists at the 2014 FIFA World Cup. The Sport Spectator Identification Scale (SSIS) is used to measure identification with national football teams through the lens of social identity theory. A case study approach saw survey data (n=706) collected at the official FIFA Fan Fest in Natal, Brazil. Both host residents and event sport tourists reported high levels of identification with the national team they supported. The data was analysed using SPSS 26.0 and the length of time one had been a fan was found to be positively correlated with strength of identification. There was no relationship found between gender nor supporter age and their strength of team identification. This study demonstrates that the SSIS can be used to measure the level of psychological connection supporters have with national football teams. The findings are particularly pertinent for events expanding their servicescape to include fan zones or other activation sites similar to the FIFA Fan Fests.