1. The Spectrum of a Sports Fan
By Talia McGill
MSMK620-603S Marketing Analytics
Bellevue University
2. Hypothesis & Objectives
• Summary
– A survey was conducted to discover the motivations and
behaviors of sports fans.
• Hypothesis
– Consumers who are sports fans are motivated by the idea
of being a part of the team.
• Objectives
– To collect data on how fans watch sports.
– To collect data on how fans use social media to connect
with sports.
– To determine shopping behavior by fans who invest in
sports licensed consumer goods and merchandise.
– To determine behaviors and emotions exhibited by fans.
3. How do fans view their favorite
sports?
83%
13%
21%
44%
52%
4% TV Broadcast
Streaming Service
Radio and/or Podcast
Attend Sporting Events
Watch at a
Bar/Restaurant
Other
% of respondents
4. What are some deciding factors
when going to a sporting event?
5
5
6
10
15
33
43
47
72
72
Win/Loss Record of Team
Other
Concession Prices
Family Tradition
Size of Crowds
Proximity to Venue
Weather
Cost of Travel
Cost of Admission
Personal Schedule
# of respondents
5. How do fans feel when
watching sports?
24
11
24
2 3 5
28
21
22
2
10
19
21
15
13
10
35
27
12
32
22
38
37
36
8
14
12
41
8
6
I need to view/listen
to sports daily
I am a fan of
multiple sports and
view/listen to them
all
I fell I contribute to
my teams' win/loss
when I watch
Sports are better
when watching
with others
I enjoy watching
with fans of the
opposing team
Sports
commentators are
essential to the
viewing/listening
experience
# of respondents
Strongly Disagree Disagree Neutral Agree Strongly Agree
6. Are fans satisfied with the channels
available to view sports?
2%5%
43%
36%
14%
Very Unsatisfied
Unsatisfied
Neutral
Satisfied
Very
Satisfied
% of respondents
7. How many hours do fans spend
watching sports?
5%
9%
16%
70%
16 or More
11-15
6-10
0-5
% of respondents
8. Summary of Objective 1
• Objective
– To collect data on how fans watch sports.
• Results
– Fans spend the majority of their time viewing sports on TV,
at a bar or restaurant or physically attending the event. This
shows that fans want a visual experience.
– Fans will attend sporting events as long as it is affordable
and fits within their schedule.
– Fans enjoy watching and listening to sports but it is not a
necessity.
– If fans are watching sports, they prefer to watch them with
others.
9. Do sports fans use social media?
9%
10%
29%15%
26%
Low Medium-Low
Medium Medium High
High
Usage Rate
% of respondents
67
23
11
1931167
47
19
25
10
Facebook Twitter Snapchat
Instagram Tumblr Reddit
Vine Blogs Pinterest
ESPN Google+ YouTube
Other
Usage Type
# of respondents
10. Do fans create user-generated
content online?
16%
35%
19%
11%
4%
2%
Never Rarely About Half
of the Time
Sometimes Very Often Frequently
%ofrespondents
Frequency of online content
generation
15%
73%
% of respondents who use social
media to interact with sports-related
personalities
Yes No
11. How do sports fans feel about
social media and sports?
15
7
15
11
13
0
33
10
21
13
23
1
18
22
16
24
20
8
10
33
21
31
25
49
4
10 9
3 1
24
I feel connected to
my favorite players
through social media
I post content
because I want
others to know I am
a proud fan
It is important to
have access to my
favorite sports 24/7
Connecting to my
favorite sports teams
through social media
feels personal
I feel a responsibility
to share content
with others to keep
them informed
Fan power can be
spread through
social media
# of respondents
Strongly Disagree Disagree Neutral Agree Strongly Agree
12. Summary of Objective 2
• Objective
– To collect data on how fans use social media to connect
with sports.
• Results
– Sports fans are typically high users of social media and
spend most of that time utilizing Facebook, ESPN and
YouTube.
– While they are active in finding information, they are not as
involved in creating and posting content. When they do,
they believe it adds to their teams’ success.
– The fans do not feel a personal connection with players
through social media.
13. How does the fan spend on
sports merchandise?
2%
2%
12%
17%
18%
19%
20%
30%
76%
Custom Furniture
N/A - I do not purchase
Other
Autographed Memorabilia
Jewelry
Lawn Accessories
Video Games
Kitchenware
Apparel
% of respondents
14. How do fans prefer to purchase
merchandise?
16 15
8
18
12
2 3
13 17
18
10
14
1 1
18 14
16 13
9
4 0
16
15
12 14
12
3
2
8
9
17
11
20
6
3
2 4 2
6 5
52
3
1 0 1 2 2
6
62
0
10
20
30
40
50
60
70
80
Online - Team
Website
Online -
Marketplace
(e.g. Amazon)
Merchandise
Shop at Sporting
Event Venue
Big Box Store
(e.g. Walmart)
Independently
Owned Fan
Shop
Other N/A - I do not
purchase
#ofrespondents
1st Choice 2nd Choice 3rd Choice 4th Choice 5th Choice 6th Choice 7th Choice
15. Who do fans shop for and how
much do they spend?
19%
31%
18%
11%
$50 or less $51-$100 $101-$200 $201 or more
Average Annual Spend
% of respondents
19%
11%
58%
Yourself Others Both
% of respondents
16. Influencers on the sports fans’
purchase decisions.
2
6
3
1 1
2
1
22
0
12
7
2
0
10
0
26
6
28
20
12
10
27
6
16
43
23
34
41
28
27
31
8
23
5
10
18
35
8
36
2
Quality of
product
Quantity of
product
Uniqueness of
product
Product VarietyCost of Product Shipping Time How much you
favor the team
The teams'
win/loss record
# of respondents
Very Unimportant Unimportant Neutral Important Very Important
17. Is pride a reason fans purchase
merchandise?
4%
2%
11%
35%
26%
Strongly Disagree Disagree Neutral Agree Strongly Agree
% of respondents
18. Summary of Objective 3
• Objective
– To determine shopping behavior by fans who invest in sports
licensed consumer goods and merchandise.
• Results
– Almost all sports fans purchase merchandise, particularly apparel.
– Fans prefer to shop at big box stores or online for their sports
merchandise. This is likely because the prices of merchandise in
those stores are lower than at the venue or a small business.
– Fans buy merchandise for themselves and others. The majority will
spend up to $100.
– How much a fan likes a team is very important in their purchase
decision. This is followed closely by cost, variety and quality of
product.
19. What actions do sports fans
commit?
9
9
20
43
52
66
67
71
Crying
Yelling at Fans of the Opposing
Team
Booing the Opponent
Screaming/Yelling at Officials
Consume Alcohol While Watching
Sports
Make Noise by Clapping or
Whistling
Wear Team Colors or Clothing on
Game Day
Cheering
# of respondents
20. Do fans believe in superstition?
25%
54%
Yes No
% of respondents
21. What affects a fan’s happiness?
1
25
18
23
1
41
35
9
0
41
37
43
0
24
17 17
5
7
18
7
0
4
19
43
30
0 0 0
6
4
2
4
37
0 0 0
66
0 0 0
My team is
winning by a
large margin
A player gets
injured and
can't return to
the game
My team does
not make the
playoffs
The officials
make a bad
call
My team wins
the
championship
My team loses
in the final
seconds of the
game
My team
moves to
another city
My teams'
coach gets
fired
# of respondents
Very Unhappy Unhappy Neutral Satisfied Very Satisfied
22. Do fans try and influence others
to be fans?
12%
18%
30%
14%
4%
Strongly Disagree Disagree Neutral Agree Strongly Agree
% of respondents
23. Summary of Objective 4
• Objective
– To determine behaviors and emotions exhibited by fans.
• Results
– In general, fans like to make noise, wear team colors and
consume alcohol while watching or attending sporting
events.
– Fans are happiest when their team wins a championship
and are fairly unhappy with any other outcome.
– Fans are satisfied no matter if they can influence others to
be fans as well
25. Demographics
3%
30% 29%
16%
Less than
$25,000
$25,001 -
$49,000
$50,000 -
$99,999
$100,000 and
above
Annual Household Income
% of respondents
9%
8%
27%
36%
0%
Single
Dating a sports fan
Married to a non-
sports fan
Married to a sports
fan
Dating/married to
someone in the
sports industry
Marital Status
% of respondents
27. Conclusion
• The sports industry has highly involved fans. While
they may not be a fan to be a part of the team,
they value social experiences surrounding sports
activities.
• Marketers will have to continue to find ways to push
fans past content consumption to content
generation. The key will be making the fan feel that
they are having a personal connection with the
team, its players or other well-known sports figures.
• Marketers must also develop strategies to re-create
the fans need to experience sports amongst others
in a social setting through online engagement.
28. Conclusion
• Fans are willing to spend money to support their
team. It is the responsibility of merchandisers to
make the product available, affordable and full of
variety in order to keep purchases flowing. Fans will
pay more for products they believe are unique.
• Since the majority of respondents have a household
income of at least $25,000, it is likely sports are
currently being viewed on cable television in most
homes. Media companies will need to adapt to
changes in consumer media consumption to
address alternatives to cable television.
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