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Sports fandom is frequently dependent on the success of the team and the overall quality of the fan experience. This study sought to understand loyalty towards Atlas Football Club, a chronically underperforming team in Mexican soccer, whose only championship title was obtained in 1951. In spite of this, Atlas inspires tremendous fidelity in its fans, occupying fifth place in number of average spectators per local match in Mexico. With many teams complaining of declining attendance, it is important to find out why Atlas fans continue to fill their stadium. Data from 488 survey respondents were analysed using exploratory factor analysis to find the underlying structure of the variables, and parallel analysis and confirmatory factor analysis determined that five factors are at play. The most important of these were pride in the club’s tradition and history, and a sense of community with other fans.

Fan loyalty and underperforming teams: the case of Atlas F.C