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The objective of this article is to analyse the relationship between ‘place identity’ and the configuration of the identity of Girona FC fans, a franchise of the City Football Group (CFG), which is the main entertainment football holding according to  Forbes  list. The authors sent a questionnaire to all of the 24 supporters’ clubs of Girona FC in order to analyse how they value the influence of a global holding on a historic Catalan club (founded in 1930) and to understand the main factors that create engagement between the supporters’ clubs and the organization. Additionally, two in-depth interviews were conducted with the Director of Communication and Chief Communication Officer of CFG. This research concludes that third-party endorsement of CFG by the Girona FC local public is not robust due to the specific characteristics related to the regional identity of a historic professional Spanish football club.

Football fans as place ambassadors: analysing the interactions between Girona FC and its fan clubs after its purchase by city football group (CFG)