How can social branding mitigate racism among fans in sports?

Social branding is a new governance strategy in the field of sport. National governments and sport associations, for instance, use branding to reach out to fans and alter their perceptions of racism in sport. But how do fans, as a target group, actually value this governance strategy? This article zooms in on the purpose of social branding, as perceived by fans as a target group in a social branding campaign on racism in soccer in the Netherlands. The Q-sort methodology was used to study the subjective viewpoints of 29 soccer fans of different professional sport clubs. The analysis reveals that soccer fans prefer a transparent branding process in which they are recognized as coproducers of the brand and can add their story to the brand message that is conveyed to target audiences.