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Anton Behrens, Yanxiang Yang, and Sebastian Uhrich

Today, satellite fans, that is, fans who follow sport teams from a foreign country, make up the majority of the total fan base of many internationally popular team sport brands. A striking example is the English Premier League team Manchester United’s fan base, of which merely 13.7% come from

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Yiran Su, Bradley J. Baker, Jason P. Doyle, and Meimei Yan

the club’s satellite fans in China. This collaboration evidences the potential of the short-form video platform. The interaction on TikTok between different sport brands within the sport brand ecosystem (e.g.,  Kunkel & Biscaia, 2020 ) would be a timely and important research topic to help sport

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Thilo Kunkel, Daniel C. Funk, and Daniel Lock

role for satellite fans of European football leagues (e.g., Kerr & Gladden, 2008 ), who follow their favorite team from a geographical distance. Therefore, researchers should address the influence of league brand on consumers of teams in the context of open competitions and from the perspective of

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Laramie D. Taylor and Irena Acic

. , & Uhrich , S. ( 2020 ) Uniting a sport teams’ global fan community: Prototypical behavior of satellite fans enhances local fans’ attitudes and perceptions of groupness . European Sport Management Quarterly, 20 ( 5 ), 598 – 617 . https://doi.org/10.1080/16184742.2019.1643384 Bocci , L. , & Gordon