Fan tokens are digital assets aiming to give owners the right to participate in digital polls for which they can receive rewards. Due to the contemporary nature of this topic, previous research could not be found. Photo-elicitation interviews were used to gain an understanding of fans’ feelings and experiences of Manchester City’s fan tokens. Especially with the rise of digitalization and commodification in the football environment, there is a stronger need to understand fans’ views. Based on the 6 interviews with fans, it was found that fans find Manchester City’s fan tokens as a positive opportunity to engage with the club which can help to strengthen the emotional connection and reinforce fan identity. The possibility to be included in decision-making was appreciated. However, the low amount of digital polls and rewards was perceived as a missed chance. Technological difficulties were considered a barrier for the entrance and usage. Furthermore, the possible loss of financial input and the connection of emotions to the volatile token was criticized. The study recommends that Manchester City should increase the number of digital engagement polls and offer rewards combined with incentives to improve the perceived value of the utility. Furthermore, season ticket holders could be given a fan token to introduce them to the new concept and have them incorporated. Fan tokens should be given more attention and constant development so that fans and the club constantly have meaningful digital interactions.
Keywords: football business, fan engagement, consumer behaviour, blockchain, fan token
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