FANS ZONES: BETWEEN ORGANIZATIONAL ISSUES AND THE SPECTATOR EXPERIENCE IN CELEBRATION AREAS FOR MAJOR SPORTING EVENTS IN SENEGAL

The organization of fan zones during major sporting events involving the national football team and the consumer experience of the spectators who frequent them are central issues that shape the planning and implementation of these spaces. To gain a comprehensive understanding of these dynamics, a qualitative research methodology was employed, primarily consisting of semi-structured interviews and participant observation. Through this approach, three categories of organizers were identified: commercial companies, public administrations, and local authorities. In practice, fan zones, with their variety and widespread distribution across the national territory, are designed to offer the population a shared space to experience sports events, all free of charge. These fan zones serve not only as entertainment hubs but also as tools for strengthening national cohesion, energizing local regions, and providing elected officials with an opportunity to demonstrate their dynamism. In this way, local governments use fan zones to associate their political actions with the positive aspects of sport, fostering unity and pride within the community. For commercial companies, the organization of fan zones serves as a strategic marketing initiative with significant commercial benefits. These zones offer companies a chance to connect with spectators in an emotionally charged environment, creating lasting memories for fans that are often shared on social media, further amplifying the brands presence. However, despite the potential for positive brand engagement, the organization of these celebratory spaces comes with considerable challenges. It requires substantial financial investment, as well as specialized technical expertise—resources that some organizers may lack. Thus, while fan zones can contribute to social cohesion and provide a unique community experience, they also present logistical, financial, and operational challenges that must be carefully navigated by organizers from both the public and private sectors.