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Understanding Fans and Their Consumption of Sport

In: Sports Marketing

Author

Listed:
  • Sean Ennis

    (University of Strathclyde)

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.

Suggested Citation

  • Sean Ennis, 2020. "Understanding Fans and Their Consumption of Sport," Springer Books, in: Sports Marketing, edition 1, chapter 4, pages 75-100, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-53740-1_4
    DOI: 10.1007/978-3-030-53740-1_4
    as

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