Understanding the passion of soccer for Mexican consumers

Sports are intimately connected to the lives of their consumers in many different ways. In this study, we explore the meaning of world football (or soccer) for low income consumers in Mexico who attend matches every week and follow their teams with a passionate support. Thirty one in-depth interviews were conducted and our findings highlight several themes describing individual and social gains that individuals attain as a result of a strong relationship and identification with a particular team. First, this relationship provides a buffer from feelings of anxiety that emerge from everyday problems; second, it promotes social ties and feelings of belongingness; and third, it helps in the creation of family identity. But most important while accomplishing these goals these individuals gain an inner sense of self worth.