Examining fans’ perceptions of club-brands’ heritage: between continuity and change

Purpose/Rationale: This article explores the perceptions of brand heritage among football club-brand fans, examining the dichotomy between continuity and change. Methodology: A qualitative study was conducted through semi-structured interviews with thirty-three French fans of club-brands, utilising a semiotic analysis to understand their discourse and perceptions. Findings: The results show that fans perceive brand heritage as being both continuous (rooted in history and traditions) and changing (reflecting the evolution of identity and the adaptation of club-brands). Fans can accept changes to heritage as long as they are moderate and in keeping with the club brand's past. Practical Implications: Brand managers need to negotiate the ambidexterity of the brand and find a balance between consistency and relevance, adapting their marketing strategies to meet fans' varied expectations while preserving their brand's heritage. Research Contribution: This research enriches the understanding of the dimensions of brand heritage, highlighting the importance of the interaction between continuity and change in managing football club-brands. Originality/Value: This paper is one of the first to examine the concept of brand heritage in professional sport. The originality of this study lies in its semiotic approach, providing insights into the complexity of brand heritage perceptions within football fan communities.