Trust and mistrust in fan relationship management: survey evidence on Russian football fans

The findings and insights from the survey clearly emphasize that clubs and league governing bodies should acknowledge fans' active role distinguishing them from ordinary customers. If football officials wish to strengthen fans' trust they should invest in fan relations. This is in line with evidence on Western European fans. However, the results in detail show distinct differences which underlines the need for more diverse evidence on fan attitudes worldwide. The institutional environments matter and deserve more attention in sports economics and management research.