For the subject of my master thesis I have chosen to examine the effect of local embeddedness on passive sports consumption. The relevance of my subject lies in the fact that passive sports consumers hold a highly important place in the ecosystem of the sports industry, thus understanding what can stimulate their commitment to their respective clubs is essential not only to retain their fan base, but to broaden it as well. Based on this my aim was to examine whether the scale of the definition between given sports organizations and their local environment can enhance the identification of the local consumers, as a result of which closer relationship and behavioural loyalty can be achieved.