This article explores the motivations and obstacles that shape fans' relationship with sport using an inductive approach based on natural language processing (NLP). Using a Latent Dirichlet Allocation (LDA), twelve main themes (topics) were identified and grouped into four dimensions : social and emotional experience, identification and sports practice, information and digital marketing, and practical and economic barriers. The results confirm the theories of social identity and the psychological continuum of the fan (Funk and James, 2001; Wann and Branscombe, 1993), while adding new specificities: distinction between digital practices, logistical barriers, and emotional levers of the sporting experience. These contributions open up avenues for loyalty strategies and the design of hybrid experiences (stadium + digital).