Exploring fan expectations for Multan Sultans' franchise identity through fan-oriented social responsibility
Sport, Business and Management: An International Journal, ss.1-21, 2026 (ESCI, Scopus)
- Yayın Türü: Makale / Tam Makale
- Basım Tarihi: 2026
- Doi Numarası: 10.1108/sbm-12-2025-0328
- Dergi Adı: Sport, Business and Management: An International Journal
- Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, ABI/INFORM
- Sayfa Sayıları: ss.1-21
- Anahtar Kelimeler: Cricket fan culture, Fan loyalty, Fan-oriented social responsibility (FOSR), Fan–team relationship, Franchise cricket leagues
- Sivas Cumhuriyet Üniversitesi Adresli: Evet
Özet
Purpose – This study explores how the Multan Sultans, a franchise in the Pakistan Super League (PSL), can cultivate long-term fan loyalty through Fan-Oriented Social Responsibility (FOSR) which extends beyond traditional corporate social responsibility by operating as a fan-driven rather than brand-driven framework. Design/methodology/approach – Using a qualitative design, 31 fans were interviewed to understand their expectations and perceptions. To analyze participant perspectives, this study employs thematic analysis, a flexible method for identifying patterns and relationships within qualitative data. Findings – Inductive thematic analysis revealed seven key themes across two categories: Structural Foundations (long-term engagement, talent development, advisory boards, and regional affiliation) and Fan Connection and Experience (match-season engagement, symbolic identity, and community involvement). The findings indicate that fans expect teams to engage beyond match days, represent local identity, and include fan voices in decision-making. Originality/value – The research offers strategic insights for PSL teams aiming to transition from temporary franchises to regionally rooted institutions through meaningful, year-round fan engagement, while also contributing to communication and sport media scholarship by illustrating how participatory fan expectations shape team–community relationships.