Why would the fans pay for others?

Any of us exists through its personal tastes, they take part of our flesh and identity. We don't necessarily pay for others, but to make our tastes existing, to make them known, to share them and be recognized as individuals. That's the question we don't ask ourselves when we are a fan. If we like soccer for example, it's natural to support our favourite team, we appreciate the style of play of every team, but we don't support them. We are all the more happy that other fans are getting interested in our team or sport. Other teams are themselves supported by other supporters, and everybody is all the more happy to enjoy the show. That's a kind of creative competition, good-natured: "Who will know how best to support his/her team?". Any of us would be ready to support free creations, but only the ones that we especially love. The tastes of any individual are unique, so we would need a very large range of choices to make such a system existing, equitably for the whole public, and economically viable.