Modern sport fans and their purchase intentions

Abstract

Digital transformation has had a profound impact on various industries, and the sports sector is no exception. Nowadays there is a new growing group of sports fans — modern ones — who have been functioning in the digital world since birth, and therefore have unique behavioral patterns, habits, and expectations. Consequently, an increasing number of sports clubs have recognized the unique needs of these modern fans, prompting them to offer digitized sports products as a means of keeping pace with evolving trends. This article aims to explore the factors that influence the purchase intentions of digitized sports products, such as match highlights or behind-the-scenes content, among sports fans. Utilizing the logit model, our analysis revealed that relatively older individuals and those who perceive their income situation favorably exhibit a significantly higher purchase intention. Interestingly, our study also discovered that gender did not emerge as a statistically significant factor. In the context of digital transformation, understanding the determinants of purchase intentions for digitized sports products holds considerable importance. Identifying the factors that influence fans’ decisions to invest in these offerings can enable sports clubs and organizations to tailor their digital strategies effectively, cater to the preferences of modern fans and, ultimately, enhance fan engagement and satisfaction.