MY Team vs. OUR Team: Bandwagon Fan Culture in Sports

Throughout history, sporting events have been the center of entertainment; the uncertainty of the outcome is what keeps spectators coming back for more. With over 300 million worldwide spectating fans during the 2011-2012 season of amateur and professional sports, it is the world’s largest form of entertainment (ESPN, 2012). Though sporting events are widely watched, franchises are often left with empty stadiums and low turnouts when they are in a losing season, but have full attendance when they are winning. For this study, more than 150 NCAA Division I football and men’s basketball fans were interviewed and observed over a two-month period during the 2013-2014 season. The specific aim of this research is to determine what makes a fan support a franchise team mainly when they are winning. Preliminary data analysis reveals several of the reasons or motivations for fans—despite their best intentions—becoming “fair weather” or bandwagon fans

It’s Never Been Just for Boys: Female Fans of NCAA Division I and Professional Sports

College and professional sports depend on fans. Female fans constitute a lucrative but often neglected demographic in the sport industry. While marketers and advertisers recognize the power of the female customer, many sport organizations marginalize female fans by virtue of omission. Given the multi-dimensional nature of the female sport fan and the growth potential of the fan base, the sport industry must pay attention. This makes good sense not only ethically and socially, but economically as well since this demographic is steadily growing while the male fan base remains stable. The current study examined consumer practices and attitudes of female fans at professional and Division I college revenue sporting events during the 2013-14 season. Over 900 female fans of NCAA Division I revenue sports (football, men’s basketball, women’s basketball), professional basketball and professional hockey were interviewed regarding both consumer choices and their perceived value as fans. Results indicate specific expressed needs and preferences of female fans. Of great interest is the preponderance of female college-sport fans who declared themselves as valued “long-time fans” compared to the relatively short-time nature of the professional sport fans. Implications for the sport industry include the importance of including female demographics in brand strategy and loyalty