Fandom: From sports spectator to true fan
Australia is a nation that loves its sport. However, sports organisations face tough competition vying for the hearts, minds and wallets of sports fans. From aussie rules, rugby league, rugby union and soccer, to cricket, tennis, basketball and motor racing, Australians have a wide variety of sports they can choose to follow. But it is not enough for sports organisations to attract spectators; it is necessary to attract true fans who are loyal followers that will generate much needed revenue for teams. A true fan has lifetime value.
Sports organisations must understand the psychology of sports fandom in order to convert spectators into true fans through effective sports marketing. Research has shown that some relevant issues to consider include socialisation agents and the socialisation process, hedonic consumption, fan culture, gender, identity theory, group norms, attitudes, motivation, involvement, and personal sports participation.
What can sports organisations do to encourage fandom?
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