Explored behavioral variables affecting adult supporters who follow a certain sport or team sport. Recommendations to increase sport audience were marketers targeting older and male sports fans, marketing strategies that capitalize on team’s success, appeal to youngsters and female demographics, develop creative or interactive posts and events, and select athletes to endorse their brands.

1. Professional Sports
Hannah Montalban, Carin Wiryani,
Landon Crawl, Kyle Takeda,
Andrew Daul, and Jason Lybianto

2. Why Professional Sports?
Multi-Billion dollar Business
Average Revenue for NFL = $9 Billion
National TV advertising spending
Global Marketplace
Entertainment

3. Variables
We decided to examine:
Attitudes
Intentions
Social Media
Loyalty
Endorsements

4. Research Methods
In Depth-Interview
Qualtrics Survey
Data Analysis

5. Demographics
Gender:
58% Males
42% Females
Age:
Ranged from 18-77
Average Age: 32.59

6. Demographics Contd.
Student/Non-student:
54% Non-Students
46% Students
Employed/Unemployed:
65% were Employed
35% were Unemployed
Ethnicity:
Majority of the Respondents were
Asian or Caucasian

7. Attitudes
Literature Review:
“Attitudes in sports between teams and their fans were related to the
concept of identity, image and reputation” - Jang (2015)
“Identity is where an athlete or sports team conceptualize themselves, in
other words, they ask themselves who they are. Image is the visual
representation of the athlete or sports team in public. Finally, reputation
is how external stakeholders (fans) actually view the athlete or sports
team” - (Brown et al, 2006; Walsh et al, 2009)

8. Key Findings
● Older Sports fans had more favorable attitudes towards professional
sports
● Males had more favorable attitudes than females

9. Recommendations
Marketers should target older, male sports fans

10. Intentions/Behavior
Literarture Review
Definition : Consumption intentions - in the professional sports setting -
include but are not limited to: event attendance, sponsorship support and
team merchandise purchases. (Sharpiro, Ridiger, and Trail, 2013)
“Future consumption intentions are caused by past behaviors (i.e. event
attendance)” (Kim, 2008)

11. Key Findings
Age x Intention to purchase team
merchandise
As fans get older, they are more likely to
purchase team merchandise

12. Key Findings
Gender x Team Performance as indicator of purchase intentions
Males place more value in a team’s performance when forming purchase
intentions than females

13. Recommendations
1. Target older male demographics, who have been fans of a team for an
extended period
2. Use marketing strategies that capitalize on a team’s success (Example:
Warriors)

14. Loyalty
Literature Review:
Definition: “deeply held commitment to rebuy or repatronize a preferred
product/service consistently in the future, thereby causing repetitive
same-brand or same brand-set purchasing despite situational and
marketing influences”(Oliver,1999)
Attitudinal and Behavioral Loyalty (Fournier,1998)
Attitudinal - level of commitment
Behavioral - overt behavior toward specific brand
Loyal spectators are key to sports organization's success

15. Source Value Standard error t Pr > |t|
What is
your age?
0.036 0.008 4.300 < 0.0001
Key Findings:
Age x Loyalty
As you get older, the more loyal
you are to your favorite team(s)

16. Key Findings:
Gender x Loyalty
Source DF Sum of squares Mean squares F Pr > F
Model 1 17.790 17.790 10.646 0.002
Error 97 162.096 1.671
Corrected
Total
98 179.886
Category LS
means
Groups Column1
Male 5.556 A
Female 4.701 B
Males more loyal to favorite team
compared to females

17. Recommendations
1. Target older male segment
2. Develop ways to appeal to younger
demographic and female demographic

18. Social Media
Literature Review:
“The advent of social media has provided a great opportunity for sports
organization to establish stable and diversified relationships with the
public and their core stakeholders.” - Yuan, W., & Shuhua, Z. (2015)
US sports teams have “surpassed teams in the other leagues in using the
internet for sports marketing”
The evolution of the Internet has helped increase the awareness of sports teams’ public
image and their audience and fan bases - ioakimidis (2010)

19. Key Findings
Older respondents followed less social media accounts, and spent less time
using it

20. Key Findings
Humorous/Creative Content and Fan
Interaction are more important to
younger sports fans
More favorable attitudes towards social
media accounts → more usage →
more attendance and games watched
on TV or Online

21. Recommendations
1. Marketers should target the younger
audience
2. Focus on developing Creative and
Interactive posts and events

22. Endorsements
Which advertisement makes you want to shop at Under
Armour more?

23. Key Findings
Impact Endorsers have on Purchase
Decisions:
Females are more likely to purchase from
a celebrity endorser or star player than
males
Males rated Attractiveness, Honesty,
Trustworthiness, Knowledge, and Skill
more important than Female did

24. Recommendations
Marketers should try to select athletes with more favorable characteristics
to endorse their brands
Find a good mix between personal qualities and performance