Explaining Fan Engagement of FC Barcelona and Real Madrid Fans Based on Humility Perceptions

28.11.2025, Abschlussarbeiten, Bachelor- und Masterarbeiten

Are you a soccer fan, and are you interested in international sport management? The Chair of Sport and Health Management offers students who will be graduating from the TUM School of Medicine and Health or the TUM School of Management the possibility for interdisciplinary research (i.e., write a bachelor or master thesis). The focus is on FC Barcelona and Real Madrid.

You will explore how fans perceive the humility of their favorite club — and how that shapes their emotions, loyalty, and engagement as supporters. This research investigates:
• Perceived Brand Humility
How do clubs acknowledge challenges, act with transparency, and remain grounded despite global success?
• Fan Engagement
How strongly do fans interact with, support, and represent their club?
• Learning Orientation of the Club (possible moderating factor)
Do clubs like Barça and Real Madrid show a willingness to learn from mistakes, innovate, and improve — and does that change how humility influences fan behavior?
Your perspective will help us understand how the world’s biggest football brands build trust and passion beyond trophies and star players. A survey will be conducted, either recruiting fans in Spanish language, or recruiting satelitte fans of the team in English-speaking countries.

Contact:

Prof. Dr. Jörg Königstorfer
Uptown Munich Campus D
Georg-Brauchle-Ring 60/62
80992 München

Phone: +49.89.289.24559
Fax: +49.89.289.24642
Email: info.mgt@mh.tum.de

Kontakt: info.mgt@mh.tum.de