Crowdfunding in professional soccer clubs in Morocco: A perspective on fan motivation

Abstract

The article explores crowdfunding in Moroccan professional soccer clubs, focusing on fan investment motivations and impacts on loyalty and trust, in addition to fan motivation for participation. It addresses the lack of empirical knowledge on crowdfunding motivations within sports clubs, particularly under the unique socio-economic context of Morocco. By examining the relationship between clubs and fans through crowdfunding, the study aims to identify potential for innovative financial strategies to support club funding. Utilizing an online survey of 591 fans and a partial mediation model, it finds intrinsic motivation as a key driver for crowdfunding participation. Through structural equation modeling, the research assesses fan trust, loyalty, and investment willingness, revealing significant factors like perceived meaningful contributions and social motivation influencing fans' crowdfunding behaviors. The findings suggest clubs should emphasize community-oriented projects to enhance crowdfunding success, highlighting the nuanced dynamics between fan engagement and financial support in Moroccan soccer.

Keywords: Crowdfunding, Moroccan Soccer Clubs, Fan Engagement, Financial Strategies, Structural Equation Modeling

JEL Classification: L83, G41, M31

Paper type: Empirical research