THE IMPACT OF SPORTING EVENTS ON FAN EXPERIENCE AND LOYALTY

In recent years, sporting events have evolved into complex experiences that extend well beyond the competition itself, bringing together entertainment, community interaction, and brand engagement. In this context, understanding how such events shape the fan experience has become increasingly relevant for sports organizations. This study explores the role of special events organized by sports clubs and organizations in enhancing fan experience, with a focus on emotional connection, engagement, and loyalty. The research is based on a survey conducted among 112 sports fans, using a structured questionnaire designed to capture patterns of participation, perceptions of fan influence, and expectations regarding event quality. The findings indicate that fans attribute significant importance to the atmosphere created during live events and to their own role in supporting athletes. At the same time, results suggest a clear openness among participants to invest more in the event experience, provided that improvements in infrastructure and services are visible. The study also highlights the growing importance of digital interaction and the potential benefits of involving fans more directly in the design and organization of events. The paper suggests that special sporting events can strengthen long-term relationships between fans and sports organizations when they are designed as integrated experiences that combine emotional, social, and digital dimensions.