“…The many factors that increase sports consumption function either by increasing the entertainment value of the sporting events or by increasing consumers' attachment to the sport or both (Borland & Macdonald, 2003). Past research has repeatedly shown that sports matches are more entertaining when the level of play is high and evenly matched between the two teams or opponents (Alavy et al, 2010;Forrest et al, 2005;Peel & Thomas, 1992;Rottenberg, 2000). Meanwhile, research has also investigated several factors that facilitate increased attachment and loyalty from consumers to a sport, to a particular team within that sport, and/or to individual players of the sport (Fisher & Wakefield, 1998;Funk & James, 2001;Funk et al, 2004;Lock et al, 2011;Sutton et al, 1997).…”