In the context of football’s globalisation, some of the most important football clubs (FCs) can currently be classified as ‘entertainment multinationals’. Sport hospitality provides opportunities to maximise club stadiums’ use so that they can increase clubs’ annual turnover and function as branding platforms. This study sought to identify the main narratives shared online about—and the dimensions of—visitors’ experiences with top football brands in stadium tours. The data collected for this research comprised 400 text reviews for 10 European FCs’ stadiums (i.e., 4000 reviews) written by visitors in the post-experience phase. Content analysis of these Web reviews was conducted using Leximancer software. The results confirm the existence of 15 themes: fan, tour, stadium, team, museum, room, staff, game, (best) place, ticket, seating, recommend(ation), food, shop and attraction. Most researchers have examined stadium tours from a supply-side perspective. The present study’s aim was, therefore, to contribute to the existing literature by analysing stadium tours’ dimensions from the visitors’ point of view. Stadium tours and museum visits are important sources of revenue that contribute to FCs’ economic sustainability. Offering outstanding customer experiences is thus of utmost importance to maximise club stadiums’ usage and strengthen fans’ engagement.

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Stadium tour,Football museum,Visitor experience,Web review

• Ciências Químicas - Ciências Naturais
• Ciências da Terra e do Ambiente - Ciências Naturais
• Outras Ciências Naturais - Ciências Naturais
• Engenharia do Ambiente - Engenharia e Tecnologia
• Geografia Económica e Social - Ciências Sociais