ISCTE professor Pedro Dionísio on tribalism in football

University Professor Pedro Dionísio was another big name speaking at the Future of Football International Congress this Tuesday. Another specialist focusing on the important role of fans, Dionísio looked at some of the psychology behind the beautiful game.

“Football fans are the new tribes. They look to create links between people, moving away from individualism and into a kind of neo-tribalism. Tribes build up really strong emotional links. How many times do you come across fans of your club in other cities, members of the same tribe?", opened the professor, going on to add a word on the commercial aspect of fans' support: "Commercial brands like Coca-Cola or Super Bock love this kind of affection and emotion. Football fans have their rivals, their places in common and their collective image. Tribal consumers look more at the emotional links between them, rather than loyalty cards and that sort of thing. Not only material things motivate fans, but their emotions above anything else."