To understand what drives Major League Baseball fandom among U.S. Hispanics and Multicultural Americans, ThinkNow Research tested multicultural fan attitudes against a Fandom Motivation Scale. The FMS tests 21 fandom drivers in five dimensions including: # Quality of Game # Social # Escape # Boredom Avoidance # Sports Atmosphere

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March 2017
Drivers of MLB Fandom across a Multicultural Millennial Population

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Purpose
purpose of the study was to identify what drives MLB
fandom (through fms-r) for the multicultural population.

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Methodology
 N= 1,200 (1196)
 18-34 years of age
 NH White
 Latino
 African American
 Asian
 N= 300 (293)*
 35-49 years of age
 NH White
 Latino
 African American
 Asian
 53% / 47%
 Male / Female
 Nat rep sample
 DigaYGane.com Panel
Screening Criteria
* added value

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Applying the fandom motivation scale (fms-r)
quality of game
social
escape
boredom avoidance
Sports atmosphere
Yousof Al-Thibiti, Ascale Development for Sport Fan Motivation, 2004

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surprisingly, in this study, multicultural consumers over-
indexed in 14 of the 21 fandom drivers
High level summary of finding (fms-r)
mitú and ThinkNow Research (2017) “Drivers of MLB Fandom across a Multicultural Millennial Population.”

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Quality of game
NH Whites AA Asian Hispanics Fb born US born
I like home runs and hits 85% 83% 79% 84% 82% 85%
I like skill of players 73% 77% 74% 80% 76% 81%
Baseball is entertaining 76% 71% 69% 77% 76% 78%
I like strategy of baseball 76% 75% 71% 76% 75% 77%
I am a general sports fan 72% 77% 62% 73% 69% 74%
I like pitchers’ duels’ 62% 60% 53% 65% 65% 65%
I like to play fantasy 30% 42% 41% 37% 45% 34%
mitú and MLB (2017) “Drivers of MLB Fandom across a Multicultural Millennial Population.”

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Escape
NH Whites AA Asian Hispanics Fb born US born
Escape everyday pressures 71% 67% 67% 72% 74% 72%
Makes me feel like a kid 68% 63% 63% 65% 64% 65%
Baseball is entertaining 61% 69% 62% 68% 72% 66%
mitú and MLB (2017) “Drivers of MLB Fandom across a Multicultural Millennial Population.”

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Boredom avoidance
NH Whites AA Asian Hispanics Fb born US born
Baseball reduces boredom 68% 65% 64% 71% 78% 68%
Baseball es is background 63% 62% 56% 59% 61% 58%
Baseball is part of routine 37% 40% 35% 41% 41% 40%
mitú and MLB (2017) “Drivers of MLB Fandom across a Multicultural Millennial Population.”

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Social
NH Whites AA Asian Hispanics Fb born US born
Spend time with family/friends 74% 68% 70% 77% 82% 75%
Interact with others 70% 66% 66% 72% 80% 69%
Build family traditions 67% 61% 50% 63% 62% 63%
mitú and MLB (2017) “Drivers of MLB Fandom across a Multicultural Millennial Population.”

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Sports atmosphere
NH Whites AA Asian Hispanics Fb born US born
I like excitement crowd 82% 81% 76% 80% 80% 80%
I like ballpark experience 83% 78% 71% 78% 76% 79%
Ballpark is exciting 81% 78% 70% 73% 72% 73%
Ballpark unites with others 70% 72% 67% 72% 72% 71%
Ballpark is relaxing 64% 72% 63% 67% 67% 62%
mitú and MLB (2017) “Drivers of MLB Fandom across a Multicultural Millennial Population.”

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Who We Are
An authority on creating
and managing research
products that help clients
gather insights about
rapidly changing consumer
segments.
Conduct online, in-person
and telephone research.
Research experience
specifically in the Hispanic,
African American, Asian and
Total markets.
Experience in hard-to reach
demographic sub-groups.
Only full-service market
research company that
owns & operates an in-
house Hispanic panel.
Servicing Fortune 500
clients, ad agencies, non-
profits and other market
research companies.

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