Niche- Versus Mainstream-Sport Spectators: An Analysis of Need for Uniqueness and Sport eFANgelism

Author:

Dwyer Brendan1,Greenhalgh Greg1,LeCrom Carrie1

Affiliation:

1. 1Virginia Commonwealth University, USA

Abstract

The sport marketplace is overcrowded, and contemporary sport fans have more choices than ever. This makes it difficult for new teams, leagues, and sports to enter the marketplace. In addition, a cultural oligarchy of mainstream sport leagues currently dominates media coverage. As a result, marketers and managers of emerging sports need to understand the attributes for which sport fans connect with entities. Little is known, however, about the differences between fans of niche (emerging or nonmainstream) sports and their mainstream-sport counterparts. Guided by social-identity theory, this study explored the dispositional and behavioral differences between niche- and mainstream-sport fans as a means of psychometric and behavioral segmentation. In particular, an individual’s need for uniqueness and communication behaviors were compared. The results suggest that dispositional differences between the segments were minimal. However, potentially important behavioral differences were uncovered related to how sport fans assimilate with others and advertise their sport affiliations.

Publisher

Human Kinetics

Subject

Tourism, Leisure and Hospitality Management,Communication,Business and International Management

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