Why Fans Stay When Teams Fall
Here’s a stat that might surprise you: When a club gets relegated, fans don’t pull away—they actually feel more connected to their team. That’s what a major longitudinal study of German Bundesliga supporters discovered. And for coaches, club leaders, and player-development directors, this insight is more than interesting trivia—it’s a roadmap for building healthier, stickier soccer cultures.
The study followed 306 highly committed fans from four Bundesliga clubs before and after the end of the season. Two clubs were relegated, two survived. You’d expect relegation to crush loyalty and drive supporters away. But the opposite happened. Fans didn’t distance themselves, stop identifying with the team, or reduce their emotional investment. Instead:
- Self-connection to the club increased after relegation
- BIRGing (basking in reflected glory) stayed high
- CORFing (cutting off reflected failure) didn’t increase
- Satisfaction actually increased—even after relegation
Fans didn’t run. They leaned in. Why? Because fandom, at its core, is identity, not performance. And that has major lessons for the training ground.
What the Study Found—In Soccer Language
Imagine your club battling relegation. You see players strained, coaches tense, and training sessions filled with urgency. Now imagine the fan base. You’d assume they’re bracing for disappointment and pulling away emotionally. But the research showed something else.
1. Fans see tough seasons as loyalty tests.
Just as players bond through adversity, fans bond through crisis. Relegation becomes a shared battle, not an embarrassment. Supporters often reported increased pride after relegation—yes, increased. That emotion came from standing by the club when it needed them most.
2. Identity beats results.
Being a fan isn’t a consumer choice. It’s a self-definition. People said things like “my Arminia” or “I will keep these memories my whole life,” even after the drop. Loyalty came from belonging, not winning.
3. Emotional intensity spikes at the bottom—not the top.
Whether clubs survived or fell, fans felt emotional roller coasters—joy, fear, hope, anger, satisfaction. Relegation seasons were described as goosebumps experiences. The passion didn’t weaken—it ignited.
4. Short-term results don’t change long-term bonds.
Fans who had followed a club for decades didn’t evaluate one season in isolation. They viewed it through the lens of history, tradition, stadium culture, and relationships.
This is the part coaches often underestimate: the culture around a club is more stable than the table position.
4 Actionable Lessons for Coaches, Clubs & Directors of Coaching
1. Lean into transparency during difficult seasons.
The study shows fans stay loyal—but they want connection. When a club is struggling, the worst thing is silence. Share injury updates, training themes, and the club’s development targets. Supporters want to be treated like insiders.
Practical takeaway: Post weekly development notes or short video messages. Let fans see the process, not just the scoreline.
2. Build identity before results.
Fans anchor themselves to tradition, style, values, and belonging. Strong youth clubs do the same. When you build a recognizable identity—possession-based, high press, academy-first, community-rooted—people stay through ups and downs.
Practical takeaway: Create a “club identity handbook” for parents, players, and coaches. Reinforce it at every level.
3. Make adversity a unifying tool.
This research shows that relegation can strengthen loyalty. Teams can copy that. Hard stretches—injury spells, losing streaks, tough tournaments—can deepen team cohesion if coaches frame them correctly.
Practical takeaway: Use shared challenges to build rituals: team huddles, end-of-week reflections, captain-led check-ins.
4. Celebrate supporters as part of the performance ecosystem.
Fans in the study used “we” instead of “they.” They felt pride even in failure. Bringing that energy into your club helps players feel supported, valued, and grounded.
Practical takeaway: Invite supporters to open practices, youth clinics, or preseason fan days. Treat them like part of the squad.
Your Turn to Kick It Off
This study is a reminder that soccer culture is built on loyalty, identity, and shared experience—not just the scoreboard. So here are your reflection questions:
- How would you use adversity to strengthen your team culture?
- What rituals or identity markers define your club—and how can you reinforce them?
- How could your club better engage supporters during tough stretches?
Want related reads? Check out your blog posts on club culture, team psychology, or youth development pathways next.
