From Manchester and Arsenal, to Liverpool and Chelsea across the English Premier League the term “bandwagons” rings in every direction. From Juventus and Roma to Milan rivals the claim that “there are no glory hunters supporting our club” is a claim written on every supporter chest and echoing in each corner at Serie A. And let’s not start talking about La Liga, and mainly the two poles of FC Barcelona and Real Madrid. Bandwagon fans and Glory haunters, Who are those people?
"A bandwagon fan is a phrase used among sports fans and sports writers to describe a fan that only roots for popular and successful sports franchises, then when they fall and are unpopular they switch to the new team. Sometimes people may change teams due to many factors, such as bad management, scandals involving the team, poor draft decisions, or unfavorable conditions in the current residence (which often could cause them to adopt their hometown's rival team as their own)... Bandwagon fans are usually despised by fans who consider themselves die-hard". (Source)
Before getting into the threat this slice of football fans can present for big –popular- clubs, it is relevant to go back in time to figure how the big-popular- clubs became big and became popular. It usually starts with one or handful football entrepreneurs collecting players and organizing a team like many in the city or the region. The team develops and shows enough promise to be recognized by the neighborhood that starts following the team regularly. At that early stage, if the team fails to secure continuous improvement, the followers start to vanish, attracted by other clubs with more potential in the same surrounding. The club ends up being one of numerous small clubs worldwide with few hundreds of followers competing on local minor rivalries and unrecognized competitions.
If that small team succeeds to satisfy the followers hunger to victorious joys (A.K.A. results) dipped in the bragging opportunities to tease those living across the street, it sets the cornerstone to win over the followers hearts. With time good memories, cultural and social concurrence starts to tie the fans and the club more. That’s when temporary failure becomes more forgiven. It is no more this street club against the club of another street, but the club that represents the City best against the clubs of other cities. The more the club succeeds, the more its fan base expands the same way it was initially created: Results increase awareness. Awareness makes more people interested. Interest creates addiction. Addiction structure loyal supporters, added to the support inherited from father to son originated in that small street, then through the City, the nation, and worldwide.
I am not sure if the term “Bandwagon” is originally offending. I am not an expert in English terminology. But if we use it with good intentions and based on the definition and argument above, there are two kinds of club followers: Ex-bandwagons outcome (Loyal fans), and current bandwagons (fan base contenders). So called bandwagons are people who became interested in the club when the club proved capable of bringing pride, joy, and satisfaction. Some of them became loyal fans and the rest decided to aboard the ship when the wind started to blow in another direction. But there is an important question here. Is it only about the people? It seems that the club has nothing to do in this matter, which is not the case at all.
To understand the clubs’ role and responsibility we need to consider the club as any other firm, organization, or business. If you own a restaurant, you invite people to visit and try your food. If the first time they visit you fail to satisfy them, you are done and dusted. If they leave your restaurant smiling and praising, you can be sure they will come back again. But it will take more than just few successful trials before you can consider them as loyal customers. They need to enjoy some more lunches and dinners, to start recognizing the staff faces and names, to feel comfortable with the way food is served and the food diversity available, and most importantly start sharing the nostalgia of the memories they share with that restaurant. When they become that loyal, then they will forgive you if for once the launch was overcooked. A bit too spicy. Or the service was not up to the expected standards. During trial period they forget you. When they become loyal, they forgive you.
That’s how clubs create fan bases. Like loyal customers. Using marketing terms, clubs successful period is the marketing campaign. Bandwagons are the leads. Permanent supporters are the loyal customers. Successful periods -full with titles- act as marketing campaigns. It generates leads and increases awareness and attractiveness. Leads may visit your showroom because your marketing campaign was successful. That’s your opportunity brought to you on a golden plate. Now it’s your job to turn the leads to loyal allies. If they end up visiting your showroom without buying anything, then it’s your fault not theirs. If they buy just to get advantage of the offers promoted through the marketing campaign then you are lucky because that will buy you more time and extend your opportunity to do your homework. If they vanish the moment the marketing campaign cycle ends, that’s because you –as a club- failed to show more interesting features about your club/business beside titles/offers. You failed to create a more personal/human-like relation with them. You failed to make them aware that your club is so special in many ways that bring even more pride to its fans than titles.
If they jump out of your ship when your club wins no more, don’t call then glory hunters. They are so, because you failed to show them the glory lies behind supporting your club, regardless of the titles won or lost.
