Developing a Fanbase in Niche Sport Markets: An Examination of NHL Fandom and Social Sustainability in the Sunbelt

Brandon Mastromartino, Tyreal Y. Qian, Jerred J. Wang and James J. Zhang
Additional contact information
Brandon Mastromartino: Department of Kinesiology, University of Georgia, Athens, GA 30602, USA
Tyreal Y. Qian: School of Kinesiology, Louisiana State University, Baton Rouge, LA 70803, USA
Jerred J. Wang: Department of Sport Management, Wellness, and Physical Education, University of West Georgia, Carrollton, GA 30117, USA
James J. Zhang: Department of Kinesiology, University of Georgia, Athens, GA 30602, USA

Sustainability, 2020, vol. 12, issue 3, 1-15

Abstract: In the modern day sport marketplace, professional sport teams face tough competition to build and sustain a viable fan base. This study sought to address three research questions: (a) what are the factors that contribute to the socialization of sports fans in niche sport markets? (b) How do team-led and fan-led initiatives work to socialize fans? Finally, (c) to what extent do the socialization factors affect identify as a sports fan for a niche sport and overall fan consumption behavior? A questionnaire was administered to 535 NHL fans and data were analyzed through conducting an Exploratory Factor Analysis, Exploratory Factor Analysis and Structural Equation Modeling. The most notable findings revealed that influences from family or media exposure did not play a factor in the socialization of these fans, signaling the uniqueness of Sunbelt regional marketplace and a departure from traditional beliefs. Discussions are focused on interpreting theoretical and practical implications for socializing individuals into being hockey fans, growing professional hockey, projecting sustainable development, and providing a framework for other sport leagues.

Keywords: fan socialization; sport marketing; consumer behavior; niche sports (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/12/3/1115/pdf (application/pdf)
https://www.mdpi.com/2071-1050/12/3/1115/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:3:p:1115-:d:316374

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().