Sport Fan Team Identification in a Professional Expansion Setting

Abstract

This study assessed the relationship between team identification of sport fans and a number of different variables including but not limited to: the reasons for initially becoming a fan, specific sport knowledge, and purchasing behavior. A non-random sample of spectators (N = 356) at an Arena Football League (AFL) game completed a survey designed to identify or measure the aforementioned variables. A t-test revealed that males reported significantly higher levels of team identification than females. Analysis using a Pearson correlation matrix showed a positive correlation between team identification and sport knowledge, attendance rate, and purchasing behavior. Likewise, a positive correlation was found between team identification and the following reasons for initially becoming a fan: closest team, born and/or live in the city and/or state, team success, the players and/or coaches, parents and/or family influence, and the tailgating and party atmosphere. The findings have important implications for professional sport franchises in terms of tailoring marketing efforts for potential fans.