The mattress makers: emotions and value proposal in Atletico de Madrid
Atletico de Madrid (ATM) Football Club has a single hearted fan base regardless of the sport results, unlike megaclub's fandoms (like Real Madrid, from the same city) that demand a steady stream of sporting triumphs. Literature is sparse about how second line clubs that must compete with megaclubs from the same city for a fan base develop a sustainable value proposal based on their fans' emotions. We analyse the content of interviews with followers, TV ads and financial statements to deal with ATM's emotional base comprised of eleven emotions. Emotions like pride secure a fandom base loyal to ATM even in the absence of wins. Findings suggest that ATM's value proposal (based on fandom satisfaction) focuses on a niche of fierce modern style supporters with emotions attuned to the club's performance.