If the fan token doesn't have any benefit, the token will certainly decrease if something happens to the team or the current uncertain market conditions. Those who invest in fan tokens may support their team at certain events so they buy their fan tokens. But it's not easy to compete with projects with better plans than fan tokens, especially if it's only aimed at supporting teams from their country. I'm afraid the end goal of this fan token is just about pump and dump. Just my 2 cents.
I mean fan token exactly as the name said, only token for fans, basically you're buying it for supporting it which still rather baffles me how you could support it in any meaningful way by buying the fan token other than just being used for speculative purpose basically as you have said pump and dump token. but the thing is considering the nature of these token, hardly go back up but really easy to go down and will just stay down for long time, i'd definitely refrain from investing in such coin, heck maybe we couldn't even call it investing since the performance relies heavily in football team performance which varies, more over the fact that this month around their football team are performing really bad would only mean you have made really bad investment/speculation decision.