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The effects of fantasy football participation on NFL consumption: A qualitative analysis

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Author Info

  • Drayer, Joris
  • Shapiro, Stephen L.
  • Dwyer, Brendan
  • Morse, Alan L.
  • White, Joel
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    Abstract

    The growth of fantasy sports into a multi-billion dollar industry has made it an important component of the sports industry. Sport leagues must acknowledge the impact fantasy sports have on the way its participants consume their sport. This study examines the impact of fantasy football on the consumption of NFL-related products and services using an adapted version of the attitude/behavior model developed [Fazio, R. H., Powell, M. C., & Herr, P. M. (1983). Toward a process model of the attitude-behavior relation: Accessing one's attitude upon mere observation of the attitude object. Journal of Personality and Social Psychology, 44(4), 723-735]. Using qualitative methods, the data indicate that fantasy football participants utilized various media sources, specifically the Internet, television, cellular telephones, and a variety of print media, at much higher levels as a result of their interest and participation in fantasy football. Further, contrary to previous literature on fan loyalty, team and player outcomes were found to alter perceptions towards a favorite team or a fantasy team.

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    File URL: http://www.sciencedirect.com/science/article/pii/S1441352309000217
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    Bibliographic Info

    Article provided by Elsevier in its journal Sport Management Review.

    Volume (Year): 13 (2010)
    Issue (Month): 2 (May)
    Pages: 129-141

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    Handle: RePEc:eee:spomar:v:13:y:2010:i:2:p:129-141

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    Web page: http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/description#description

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    Related research

    Keywords: Fantasy sports Consumption Fan loyalty NFL Football Sports media;

    References

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    1. Mahony, Daniel F. & Nakazawa, Makoto & Funk, Daniel C. & James, Jeffrey D. & Gladden, James M., 2002. "Motivational Factors Influencing the Behaviour of J. League Spectators," Sport Management Review, Elsevier, vol. 5(1), pages 1-24, May.
    2. Mahony, Daniel F. & Moorman, Anita M., 1999. "The Impact of Fan Attitudes on Intentions to Watch Professional Basketball Teams on Television," Sport Management Review, Elsevier, vol. 2(1), pages 43-66, May.
    3. Hill, Brad & Christine Green, B., 2000. "Repeat Attendance as a Function of Involvement, Loyalty, and the Sportscape Across Three Football Contexts," Sport Management Review, Elsevier, vol. 3(2), pages 145-162, November.
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    Cited by:
    1. Karg, Adam J. & McDonald, Heath, 2011. "Fantasy sport participation as a complement to traditional sport consumption," Sport Management Review, Elsevier, vol. 14(4), pages 327-346.

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