Cricket, culture and loyalty: the passion for Karachi Kings despite poor performance

Purpose This study explores the factors that contribute to fan loyalty for a losing sports team, with a specific focus on the Karachi Kings in the Pakistan Super League. The research aims to uncover the motives that influence fans’ unwavering support for a team that consistently underperforms. Design/methodology/approach A qualitative research design was utilized, involving semi-structured interviews with a diverse sample of Karachi Kings fans. Data were analyzed using grounded theory principles to uncover key themes. This approach allowed for an in-depth understanding of the underlying psychological and sociocultural factors. Grounded theory was chosen to systematically generate insights from data, particularly because fan loyalty in current contexts remains underexplored. Findings The research identified five main themes that influence fan loyalty: identity integration, emotional attachment, cognitive coherence, behavioral consistency and social connectivity. Fans exhibited a strong psychological connection to the Karachi Kings, fueled by regional pride, shared experiences and a sense of community. The findings emphasize the importance of creating a strong fan community and nurturing emotional bonds through consistent engagement and shared experiences. Originality/value This study demonstrated how psychological and sociocultural factors combine to sustain support for a losing team. It broadens the understanding of sports fandom by emphasizing that fan loyalty extends beyond a team’s success or failure, being deeply rooted in identity, emotions and social connections. This research offers a nuanced view of fan behavior in a non-Western context and provides valuable insights for developing marketing strategies and fostering community engagement in sports management.