Qualitative Analysis of Fan Expectations from Persian Gulf Pro League Football Clubs

Introduction

In the contemporary era, professional football clubs have evolved beyond their traditional identity as mere sporting entities. Today, they function as multifaceted organizations embedded within economic, cultural, and social frameworks (Carlsson et al., 2016). Within this context, the relationship between clubs and their fans emerges as a fundamental determinant of organizational success or failure. In professional football, fans serve not only as a support base but also as a motivational and pressure-generating force that can significantly influence both players’ performance and managerial decision-making (Fathy et al., 2022). Fans represent one of the foundational pillars of modern football, and their role extends far beyond simply occupying stadium seats or cheering for their teams. Indeed, football as a cultural and social phenomenon could not have reached its current status without the passion and loyalty of its fans. As integral components of club and league identity, supporters exert a powerful influence on both symbolic and functional dimensions of the sport (Borges, 2018).

One of the most pronounced influences of fans is psychological. Their physical presence at matches and vocal encouragement provides players with enhanced energy and motivation. The consistent chanting and support not only boost team morale but also intensify the psychological pressure on opposing teams. In many cases, clubs with fervent fan bases manage to secure victories even under challenging conditions, underscoring the instrumental role of fan engagement (Stander, 2016). Beyond their emotional impact, the economic vitality of the football industry heavily relies on fan participation. Ticket sales, merchandise, membership fees, and broadcasting revenues are all directly tied to fan loyalty and involvement. Major global clubs leverage their massive fan bases to secure lucrative sponsorship and advertising deals. By purchasing jerseys, accessories, and other branded merchandise, fans significantly bolster their clubs' financial foundations (Zare Abandansari et al., 2022). In turn, this dynamic also attracts corporate sponsorships, as advertisers prefer affiliations with clubs that command large, engaged audiences. Thus, fans act not only as consumers but also as primary drivers of economic circulation within the football ecosystem (Zare Abandansari & Azizian, 2023).

Culturally and socially, fans play a critical role in shaping and sustaining the identity of their clubs. Through organized supporter groups and fan associations, they contribute to a collective identity that strengthens club culture (Stone, 2013). Classic rivalries and derby match derive much of their intensity from historical tensions and deep-rooted affiliations among fan bases. Moreover, supporters function as cultural ambassadors for their teams, spreading club values and narratives across borders via international attendance and social media platforms. Fans' influence often extends into club governance, as their vocal support or dissent can prompt significant managerial and strategic changes. Protests or backing can influence decisions regarding coaching appointments, player transfers, and even ownership structures. The rise of social media has amplified this influence, enabling real-time, direct engagement between fans and clubs. While this has expanded communicative opportunities, it has also introduced new challenges in managing fan expectations (Popp et al., 2016).

Iranian football clubs, however, have struggled to adapt to these evolving dynamics. Many remain ill-equipped to engage with supporters effectively, particularly in light of economic constraints that affect both the quality of services provided and the operational stability of clubs. Financial instability among Persian Gulf Pro League teams has led to reduced fan satisfaction, as basic expectations around stadium experience and club responsiveness go unmet. In return, fans have begun to modify their expectations, often demanding lower costs and higher quality in exchange for their loyalty. Yet, in many instances, clubs demonstrate a limited understanding of these evolving expectations, resulting in misaligned strategies and diminished performance outcomes (Drayer et al., 2012).

However, with the proliferation of digital platforms, fans now consume football content through television, internet streaming, and mobile applications, leading to declining in-person attendance. Studies like those by Baroncelli and Lago (2006), point to a sharp drop in stadium attendance in Italy during the 1999-2000 season, highlighting the relevance of this issue. Contributing factors to this decline include not only technological shifts but also decreased motivation and dissatisfaction with stadium environments (Foster & Washington, 2009). Therefore, understanding and addressing the key deterrents and motivators for fan engagement is crucial for sports marketers and club administrators. Researchers have investigated various elements such as match outcome uncertainty (Schreyer et al., 2016), social branding (Katz et al., 2018), emotional excitement, perceived game quality (Oh et al., 2017), and personal comfort (Soyguden et al., 2019) as predictors of stadium attendance. Despite the generally positive effects of these factors, negative conditions such as unethical conduct and poor stadium ergonomics have also been identified as deterrents (Karakaya et al., 2016; Soyguden et al., 2019).

Kaushik et al. (2025), examined how the emotional tone and style of pre match social media content influence fan engagement. Their findings revealed that entertaining, warm, and inspirational messages are more effective than purely informational content in generating positive fan responses, particularly likes and shares. Moreover, fans of lower-performing teams responded more strongly to inspirational content. These insights highlight the importance of emotionally resonant and tailored communication strategies in meeting fans’ evolving expectations especially relevant for football clubs aiming to build stronger engagement with their supporter base. Deng et al. (2024), in their analysis of fan perceptions during the 2022 Qatar World Cup, highlight the importance of technologies like VAR in enhancing perceived fairness and satisfaction. Elshaer (2023) advocates for strategic investments in sports as a pathway to improving the quality of life for football enthusiasts. Bashiru et al. (2024) explored factors influencing fans’ attendance at football matches in the post-pandemic period using a phenomenological approach. The study found that strong team affiliation and the presence of star players were key drivers of matchday attendance, while the impact of sports cape was mixed some fans valued it, while others were discouraged by poor stadium conditions. These findings emphasize the importance of emotional connection with the team and high quality on field performance in meeting fan expectations, particularly in environments where infrastructural shortcomings may undermine overall fan satisfaction. Scholars such as Navkhasy et al. (2023) emphasize the need for clubs to enhance the emotional experiences of fans by improving auxiliary services and staging more engaging events. Likewise, (2022) assert that better website service quality increases e-loyalty and repeat visits to club platforms. Rezaei et al. (2022) show that quality team performance and stronger fan interaction strategies foster sustained loyalty and word-of-mouth promotion. Rezaei et al. (2022) show that quality team performance and stronger fan interaction strategies foster sustained loyalty and word-of-mouth promotion. Saleh et al. (2023) tested a structural model to examine the impact of relationship quality on sports consumption behavior among Iranian Premier League fans. Their findings revealed a significant positive relationship between perceived relationship quality and fans’ behavioral intentions, including continued support and consumption patterns. These results underscore the role of emotional and relational bonds in shaping fan expectations and long-term loyalty, offering important implications for football clubs aiming to strengthen their ties with supporters through consistent and meaningful engagement.

Rezaei et al. (2022) note that acquiring high quality players contributes to deeper fan attachment. Furthermore, studies indicate that fan behavioral intentions are significantly shaped by service quality and satisfaction levels. Asadollahi et al. (2021) emphasize the importance of tailoring communication strategies to the demographic characteristics of the fan base. Da Silva et al. (2021) reviewed how stadium atmosphere and ticket pricing influence soccer fans’ behavioral intentions. The findings indicated that a positive matchday environment and fair ticket prices significantly shape fans’ willingness to return and stay loyal. These factors reflect key expectations among modern supporters, highlighting the need for clubs to align service quality and emotional experience with fan satisfaction. Phonthanukitithaworn and Sellitto (2018) examined how perceived service quality during matchdays influences fans’ intentions to attend future football games. Their findings showed that aesthetic elements of the game experience, team performance, and total attendance cost both monetary and non-monetary significantly affect spectator satisfaction and behavioral intentions. The study emphasized that improving game-day experience and minimizing barriers to attendance are central to fulfilling fans' expectations and encouraging long term engagement, offering valuable insight for clubs aiming to build fan loyalty in culturally diverse contexts.

In In recent decades, the role and position of football fans within the structure of professional club management have undergone significant transformation. Fans are no longer merely passive consumers of sports services; they have become active stakeholders who influence decision making, governance processes, and the cultural identity of clubs. This shift has given rise to a broad and increasingly complex set of expectations, encompassing technical, managerial, communicative, infrastructural, and even ethical dimensions. The Persian Gulf Pro League (PGPL), established in 2001, is Iran's premier football competition, consisting of the country's top football clubs. It has steadily grown in both stature and competitiveness, becoming a central element of Iranian sports culture. However, evidence suggests that many clubs in the PGPL lack systematic approaches to identify and respond to these evolving demands a shortcoming that may negatively impact fan loyalty, social capital, and both financial and sporting performance. A review of domestic literature in Iran reveals that most studies on fan behavior have focused narrowly on motivations for stadium attendance or general service evaluation, falling short of offering a comprehensive, theoretically grounded model of fan expectations. In contrast, international research has consistently emphasized the critical importance of understanding and categorizing fan expectations as a prerequisite for designing effective fan-centered marketing strategies, improving organizational performance, and ensuring sustainable club development. The lack of such in-depth qualitative studies in the context of Iranian football represents a significant theoretical and practical gap. Accordingly, the present study aims to identify and analyze the core dimensions of fan expectations from football clubs in the Persian Gulf Pro League using a descriptive phenomenological approach.

Research Methods

This study utilizes a qualitative research methodology grounded in descriptive phenomenology to explore fan expectations from football clubs in the (PGPL). This approach was chosen due to its effectiveness in capturing the lived experiences and subjective perceptions of individuals, particularly when addressing complex and culturally embedded phenomena such as fan-club relationships.

Participants

Participants were selected using a combination of purposive and snowball sampling techniques. The sample included 24 individuals representing diverse stakeholder groups: university faculty members in sport management, sports media professionals, senior officials from the Football Federation of Iran, club executives, coaches, current players, and active fans. This diversity ensured a comprehensive understanding of the phenomenon. Sampling continued until data saturation was reached, meaning no new significant themes or concepts emerged from additional interviews )Fusch & Ness, 2015). Interviews were conducted until no new insights were generated, with the final three interviews reinforcing the stability of existing themes.

Research Tools

Semi structured interviews were employed as the primary data collection tool, providing a consistent framework for questioning while allowing flexibility to explore emergent themes. Interviews lasted between 45 and 60 minutes and were audio recorded with participant consent. The interviews aimed to capture the participants’ experiences, insights, and expectations regarding the functioning, performance, and management of football clubs.

Data Collection Methods

The data were collected through semi-structured interviews, ensuring both consistency in the core questions and flexibility to follow up on emerging themes. Each interview was recorded and transcribed for analysis. In this regard, for the data collection process, interviews with the participants were conducted by the researchers based on prior coordination. At the beginning of each interview, the researchers were assured that all procedures and conversations would remain strictly confidential. In accordance with ethical research practices, all participants were fully informed of the study's objectives, its significance, and their voluntary participation. Participants were assured of their right to withdraw at any time without consequence, and their confidentiality and anonymity were maintained throughout the study. Informed consent was obtained verbally or in writing before data collection began, ensuring the autonomy and dignity of all participants were respected.

Data Analysis

The data analysis was conducted using Colaizzi’s seven-step method )Colaizzi, 1978).  1) careful study of all descriptions and significant findings of the interviewees, 2) extraction of meaningful phrases and sentences related to the phenomenon under study, 3) assigning meaning to the important extracted phrases and sentences from the interviews, 4) organizing and arranging the interviewees’ descriptions and common concepts into specific categories, 5) converting all derived opinions into complete descriptions, 6) condensing the comprehensive descriptions of the phenomenon into a concise and accurate summary, and 7) final validation. MAXQDA software (version 20) was used to manage and code the qualitative data, ensuring systematic categorization of themes and facilitating a transparent analysis process.  

Research Trustworthiness

To ensure the rigor and trustworthiness of the study, the four established criteria for qualitative research credibility, transferability, dependability, and confirmability were adhered to. Credibility was achieved through prolonged engagement with participants and iterative member checking of data interpretations. Transferability was enhanced by providing detailed contextual information about participants and the research setting. Dependability was ensured through an audit trail that documented each stage of the research process, while confirmability was addressed by maintaining reflexive memos and bracketing researcher bias.

Findings

Table 1 presents the demographic information of the individuals who participated in the study.

Table 1- Demographic Information of the Study Participants

Based on the thematic analysis of the data collected from participants, fan expectations regarding Persian Gulf Pro League football clubs were categorized into 104 sub-themes, which were further organized into five overarching themes. These main dimensions include: (1) transfer-related aspects, (2) performance-related aspects, (3) infrastructural aspects, (4) fan engagement aspects, and (5) managerial aspects. Table 2 illustrates the primary and secondary themes that emerged from the data analysis process.

Table 2- main and sub-themes

Discussion

The findings of this study provide a nuanced and multifactorial picture of fan expectations from football clubs in the Persian Gulf Pro League. By identifying five overarching dimensions transfer related, performance-related, infrastructural, fan related, and managerial the study reveals that fan expectations are neither static nor singular. Rather, they are multidimensional, emotionally invested, and contextually grounded within Iran’s unique football landscape. In contrast to traditional consumer-based models, the expectations observed here reflect fans’ desire to participate in club identity formation, governance standards, and long-term institutional development. This discussion critically explores the broader significance of these findings and compares them with the existing domestic and international literature cited in the study.

Transfer-Related Expectations

The findings of this study emphasize that the player transfer process in the Persian Gulf Pro League is much more than a tactical or technical operation; it is, in fact, a highly symbolic event filled with emotional significance for fans. Fans perceive successful and timely acquisitions of players, especially those with international experience, as indicators of strategic foresight and the club’s ambition. This is in line with the work of Rezaei et al. (2022), who concluded that player quality and timely signings strongly influence fan loyalty and future behavioral intentions. Fans also expressed concerns about transparency in transfer dealings, citing it as an essential element for trust. When transfer decisions are opaque or players are poached by rival clubs, fans interpret these as signs of managerial failure or betrayal. This emotional investment in transfers reflects a more nuanced understanding among fans, shaped by the increasing availability of information through media and social networks. As Elshaer (2023) observed, fans' expectations have evolved beyond traditional sporting demands to encompass deeper concerns with the psychological readiness of players and the ethical practices of their clubs. The data suggests that fans now expect not only success in the transfer market but also clear justification for decisions made. In the Iranian context, where institutional transparency may be questioned, the transfer process becomes a public test of credibility. These expectations demonstrate a shift from viewing football clubs as merely entertainment providers to seeing them as institutions whose actions are subject to rigorous scrutiny.

Performance-related Dimensions

While match day performance remains the core of fan satisfaction, this study reveals that Persian Gulf Pro League fans have broader expectations that go beyond just wins and titles. Fans emphasized the importance of consistency, creativity, and tactical variety, as well as a style of play that aligns with their emotional connection to the club. This finding resonates with Bee and Havitz (2010), who argued that a team’s style of play significantly strengthens fans' psychological commitment, especially when it resonates with their personal identity and cultural values. Furthermore, fans expressed a strong desire for tactical intelligence, including adaptive match strategies, creative formation changes, and the ability to manage psychological pressure. These expectations reflect not only technical assessments but also symbolic and emotional dimensions of fandom. For instance, fans do not simply want their teams to win; they want to see a team that plays with passion, intelligence, and resilience. This aligns with Bee and Havitz's (2010) assertion that fans form emotional attachments when their club’s style mirrors their own values and identity. The growing expectation for consistent performance across various match situations, including away games and high-pressure scenarios, highlights the evolving sophistication of fan expectations. Fans are increasingly discerning, interpreting team performance through multiple lenses beyond just the final score.

Infrastructural Dimensions

The study underscores the pivotal role that infrastructure plays in shaping fan expectations and loyalty. Fans do not view the stadium merely as a physical venue for watching matches; they regard it as a symbolic site of shared identity, community, and pride. The demand for improvements in stadium facilities such as roofing, ventilation, restroom facilities, parking, and signage goes beyond mere convenience; it is about creating a welcoming, inclusive, and prideful environment. These findings echo the work of Soyguden et al. (2019), who linked poor stadium conditions to decreased attendance. However, the Iranian context introduces additional layers of significance, particularly regarding gender inclusivity and the need for safe, clean, and family friendly environments, especially for women and children. Fans’ demands for gender-sensitive infrastructure reflect broader cultural expectations, showcasing a desire for inclusivity that goes beyond comfort. Female fans, in particular, emphasized the lack of secure access and appropriate services as a form of institutional neglect. The desire for modern amenities such as digital scoreboards, advanced lighting, and aesthetically pleasing stadium designs is not simply about luxury but also about affirming fans' value as stakeholders. This demand for infrastructural modernization is closely tied to the legitimacy of the club, with investments in stadium upgrades signaling future orientation, community focus, and responsiveness to fan needs. In line with Deng et al. (2024), technological improvements like VAR were seen by fans as enhancing perceptions of fairness and match-day quality. These findings suggest that infrastructural investments are not just about improving comfort they are symbolic acts of inclusion, modernity, and respect for the fanbase.

Fan-related Dimensions

The study demonstrates a significant shift in fan engagement expectations, with fans increasingly viewing themselves as active participants in the governance and identity of their clubs. This shift contrasts with traditional models where fans were seen primarily as consumers of football. Fans in this study emphasized their desire for respectful communication, recognition of their opinions, and meaningful participation in decision-making processes. These findings are consistent with Saleh et al. (2023), who found that the quality of the relationship between fans and clubs has a direct impact on fan consumption behaviors and long-term support. In particular, fans expect clubs to listen during times of crisis, acknowledge community needs, and embody values that reflect their lived experiences. Fans no longer accept superficial engagement such as celebratory posts on social media or occasional promotions. Instead, they demand transparency, responsiveness, and consistent communication from their clubs. This shift in expectations highlights the evolving nature of fandom in the Persian Gulf Pro League, where fans are not just supporting their teams but also holding them accountable. These findings align with Navkhasi et al. (2023), who emphasized that fans expect clubs to align their actions with the emotional and moral expectations of their supporter base. The desire for deeper engagement is particularly important in the Iranian context, where political constraints, economic challenges, and limited access to decision making spaces make fan engagement not only a sporting issue but a sociocultural demand for visibility and influence.

Managerial Dimensions

Lastly, this study reveals that fans have sophisticated expectations regarding the strategic and ethical behavior of club leadership. Unlike the other dimensions, which are more experience driven, fans' managerial expectations are fundamentally evaluative. Fans in this study demanded transparency, ethical governance, and community-oriented leadership. This growing awareness of managerial practices reflects a shift towards viewing clubs as organizations that must be accountable to their supporters. Rezaei et al. (2022) found that clubs with consistent leadership and strategic direction foster stronger emotional connections with their fans, and this study corroborates that finding. Fans also expect clubs to take an active role in society, particularly by promoting social responsibility, youth development, and fair representation of women's football. These expectations suggest that fans view their clubs as civic institutions, not just as entertainment providers. The demand for financial integrity and media transparency is a direct response to a national context marked by periodic scandals and opaque financial practices. This finding emphasizes that fans are increasingly monitoring club operations, not just out of curiosity, but because they view themselves as custodians of the club’s integrity. Clubs that fail to meet these managerial expectations risk losing the trust of their supporters, as Jaberi et al. (2018) noted. Moreover, the study suggests that governance is not just an internal matter for clubs but a public performance of responsibility. Fans expect to see transparency, ethical behavior, and alignment with their cultural and social values in club operations.

Conclusion

The findings from this study challenge traditional models of sports fandom, which typically focus on fans as passive consumers of entertainment. In the Persian Gulf Pro League, fans are active participants in shaping the future of their clubs. They bring complex, multidimensional expectations to the table, all of which must be addressed if clubs are to thrive in an increasingly competitive environment. As these expectations evolve, clubs must adapt by developing more transparent, inclusive, and fan-centered strategies. This research highlights the importance of understanding fan expectations in the context of broader cultural and societal dynamics, urging clubs to not only focus on short-term results but also on long-term fan engagement and institutional integrity.

Limitations of the Study

While this study offers valuable insights into fan expectations in the Persian Gulf Pro League, a few limitations should be acknowledged, which provide avenues for further research. The sample size of 24 participants, while diverse and representative of key stakeholder groups, may not fully encompass the wide range of perspectives across the entire fanbase. The qualitative nature of the study, using semi-structured interviews, allows for in-depth exploration of individual experiences, though it may not provide a comprehensive representation of all fan groups. Additionally, this research was conducted at a specific point in time, meaning that the findings capture fan expectations in the present context but may not fully account for shifts in attitudes over time. Future studies with larger sample sizes and a longitudinal approach could enhance the understanding of how fan expectations evolve and further validate these findings across a broader demographic. Despite these limitations, the study’s depth and focus on capturing lived experiences provide a strong foundation for future research on this topic.

Acknowledgments

All authors contributed to the conduct of the present study.

Conflicts of Interest

There are no conflicts of interest associated with this study.

Funding

This project was financially supported by the University of Mohaghegh Ardabili.