Understanding Fans and Their Consumption of Sport

Sean Ennis
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Sean Ennis: University of Strathclyde

Chapter 4 in Sports Marketing, 2020, pp 75-100 from Springer

Abstract: Abstract In this chapter we assess the key stakeholder in the sports sector: the fan. Without a proper understanding of how the fan thinks, behaves and interacts, it is difficult, if not impossible to formulate a coherent and relevant marketing response by way of a strategy. In the early sections we assess the concept of “fandom” and how, if at all, it differs from the more traditional term “consumer”. Arguably, because of the intense loyalty held by many fans, we do not witness the typical patterns of brand switching and brand promiscuity. That said, many fans are social and casual in their attitudes, and do not share a degree of loyalty to any one sport or club. Sports marketers are also competing with other sectors such as leisure and entertainment in the quest to retain existing fans and gain new ones. We examine how fans consume and interact with their favourite team and sports events. In particular, we assess the changing trends and patterns over the past decade or so. We argue that the issue of fan engagement has changed dramatically over this period. This is mainly due to advances in social media platforms and technology.

Keywords: Consumption; Fandom; Tribal marketing; Fan behaviour; Second screening; Big data; Fan experience; Empowerment (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-53740-1_4

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DOI: 10.1007/978-3-030-53740-1_4

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