Sports Communities in Mexican Football: Sense of Belonging, Fan Engagement, and Communication of Club Deportivo Toluca

Abstract

The purpose of this study is examining the relationship between the football Club Deportivo Toluca and its fan community, focusing on three key aspects: sense of belonging; communication strategies; and fan engagement. It explores whether the club actively strengthens fan identity through institutional communication or if the connection is primarily sustained through tradition and inherited loyalty. Using a quantitative survey-based approach, data were collected from 150 Toluca FC supporters through structured questionnaires distributed via social media. The research is grounded in social identity theory, community theory, and fan engagement models, providing a comprehensive framework to understand the emotional and psychological factors that shape the bond between fans and their club. By analyzing the role of digital media, in-person interactions, and institutional narratives, this study aims to assess the effectiveness of Toluca FC’s communication strategies and propose ways to enhance fan engagement in the digital era. The results reveal that 84% of the surveyed fans feel a deep sense of identification with the club, with sporting success, history, and connection with other fans being the main factors that shape their relationship with the club. However, areas for improvement were identified, as 23% of respondents believe that other Liga MX clubs communicate better with their fans, and these individuals feel the need for a closer connection with the club. Additionally, a correlation was found between satisfaction with social media content and participation in live events. In other words, better digital interaction increases the likelihood that a fan will feel motivated to participate in in-person events, including matches. This highlights opportunities for the club to enhance fan engagement. This study aims to contribute to a deeper understanding of how football clubs can cultivate stronger, more engaged communities in an evolving digital landscape.