Game on: Harnessing fan rivalry as a force for good

Monash Business School Marketing PhD student Faisal Mahnashi.

June 18 2024

We’ve all heard horror stories about football rivalry spiralling into violence, but Department of Marketing PhD candidate Faisal Mahnashi is rewriting this narrative. His research tackles the issue head-on, offering a game plan to transform the cheers and jeers into a catalyst for change.

Like all true sports fanatics, soccer player-turned-academic Faisal Mahnashi wears his heart on his sleeve.

Driven by a genuine love for the sporting community, his goal is to uncover the factors fuelling inter-fan rivalry and channel them to foster unity.

“Witnessing the enthusiasm of supporters firsthand is what motivated me to contribute to a deeper understanding of the dynamics at play,” Mr Mahnashi said.

“I’m passionate about this field of study because it allows me to merge my love for sports with academic inquiry, and this means I am able to offer a unique perspective on the psychology of sports fandom and investigate real-world issues in the sports community and industry.”

His thesis comprises two papers. The first uses qualitative research and in-depth interviews to investigate the underlying factors that fuel inter-fan rivalry.

A second paper involving online experiments explores how inter-fan rivalry influences the motivation of fans to attend matches and the mechanisms driving this.

“The main aim of my research is to understand how these factors affect the motivation to attend games and to uncover the underlying mechanisms that drive this motivation,” he said.

“By identifying these factors, the goal is to inform policies, raise awareness among supporters, and potentially influence legislation to create a more respectful and enjoyable sports environment that embraces the positive aspects of fandom.”

Mr Mahnashi’s supervisor, Department of Marketing senior lecturer and Graduate Program Director Dominic Thomas, said gaining insights into the dynamics of inter-fan rivalry would provide valuable information for marketers and policymakers.

“This research is intended to provide practical insights for stakeholders in the sports industry, inform decision-makers on strategies to manage rivalry-related behaviours and contribute to the academic understanding across various contexts,” Dr Thomas said.

While the research was primarily focused on football fans, Dr Thomas said the findings could be applied more broadly.

“This includes political and branding rivalry, and potentially other domains, and this broader application of the theory will contribute to a more comprehensive understanding of competitive dynamics in different areas of society,” he said.

Mr Mahnashi said Monash Business School’s supportive academic community had been a game-changer for his research.

“The supervisors, resources, guidance and collaborative atmosphere at Monash Business School have enriched my research journey, allowing me to explore my passion for sports psychology and fan behaviour,” he said.

Looking ahead, he hopes to leave an enduring mark on the sports industry.

“Witnessing the huge benefits that sports can have on communities, coupled with the potential for my research to contribute to a better and safer environment for supporters, inspires me to continue my work in this field,” he said.

“Ultimately, I hope to make a meaningful and lasting impact on the industry by recognising and leveraging the positive aspects of inter-fan rivalry.”