Consumer behaviour and the relational dynamics of English premier league supporters in Nigeria. (4th July 2022) - Owonikoko, Saheed Babajide
ABSTRACT: The English Premier League (EPL) has one of its largest national fanbases in Nigeria. The city of Yola in Nigeria's North East State of Adamawa is home to numerous fans of EPL elite clubs. This study examines how supporters of different EPL clubs interact with one another, and their modes of consumption of EPL football in the city. Twenty-four fans were interviewed at purposively selected football viewing centres across the city. The research revealed that within international club competitions like the UEFA Champions League, some supporters demonstrate support for other EPL clubs, despite the traditional rivalries prevalent in domestic contexts. Moreover, some fans opt to support more than one EPL team due to family ties, emergence of African players and periods of success at other clubs. The analysis demonstrates that these two factors can help restrict animosity between supporters and promote peaceful relations among fans in the locality of this study.