Beautifying the History of A Sports Club In Periods of Low Sports Performance

Sport clubs rely not only on sporting performance but also on history, identity, and supporter attachment. This study examines how Universitatea Craiova uses historical heritage as a marketing and identity resource during periods of low sporting performance. The empirical research was based on a 23-item questionnaire administered to 150 respondents between April 5 and May 24, 2025. Results show that supporters primarily associate the club with professionalism (39.9%), followed by performance (25.2%), dedication (21.1%), and pride (13.8%). Stadium atmosphere was identified as the most significant element of the club’s offer by 47.2% of respondents, while 49% reported remaining loyal regardless of sporting results. The findings suggest that historical heritage can contribute to maintaining supporter identity and attachment, but it should complement rather than substitute professional management, sporting performance, and credible strategies for future development.