THE DYNAMICS OF FAN LOYALTIES FROM THE TEAM TO THE SUPERSTAR

This study investigates the dynamics of fan loyalty in professional football, with a specific focus on Universitatea Craiova. Drawing on 150 valid survey responses, the research explores how supporter loyalty shifts along a continuum from team-based identification to superstar-oriented commitment. The conceptual framework integrates symbolic, emotional, and behavioral dimensions, highlighting how loyalty is simultaneously resilient and fragile. The findings reveal that team-based loyalty remains strongly anchored in history, community identity, and the atmosphere of the stadium. These collective elements provide stability and continuity, reinforcing the argument that clubs function as cultural institutions as well as sporting organizations. At the same time, the survey highlights the growing influence of individual players, particularly among younger supporters. Performance and professionalism emerged as decisive factors, while charisma and media visibility added further appeal, confirming the prominence of the superstar effect in contemporary fandom. Generational differences were especially evident. Younger respondents demonstrated greater responsiveness to digital engagement and player visibility, while older fans valued professionalism and direct interaction. Periods of poor sporting performance tested loyalty, with nearly half of respondents acknowledging potential disengagement. However, communication, transparency, and reinforcement of local identity were identified as effective strategies to mitigate these risks. The study contributes to the literature by demonstrating that fan loyalty is best understood as a dynamic process situated between collective and individual orientations. For sport managers, the results suggest that sustainable engagement requires balancing heritage and tradition with digital innovation and player branding, ensuring that superstars enhance rather than erode collective identity.