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Football Fans Increasingly Follow Star Players Over Clubs, New Study And Experts Reveal

Football fans increasingly follow star players over clubs, driven by social media and video games. This trend reshapes fan loyalty, with players like Messi and Ronaldo leading the shift.

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Football fans are shifting their focus to prioritizing individual players' brands and values over club affiliation. The younger generation builds bonds with players through gaming and social media, forming a dynamic fandom that shifts based on player transfers. This trend is intensifying clubs' reliance on the popularity of individual star players and presents new strategic challenges for maintaining their fan base.

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IBTimes Australia broke the news in New York, United States on Saturday, August 15, 2026.
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