A Study on Public Value of Citizen Football Club

PURPOSE This study aimed to categorize consumers’ subjectivity on public value of citizen professional football club. METHODS Q-sample and Q-classification charts were developed based theoretical background the clubs, in-depth interviews with consumers conducted using Q-methodology. Q-factor analyses by selecting local residents as P-samples. RESULTS The clubs was confirmed ‘Type I: club-city win-win’, II: social integration’, III: culture-led’. These types are contrary previous studies that mainly focused management marketing, such financial profitability soundness, regional economic impact, commercial value. is result examining club from consumer, it differs in studies. CONCLUSIONS reconfirmed specificity role commercialized sports. It showed must adopt organizational goal operation method different profit sports organizations (clubs).