Sport fandom and parenthood

Abstract

Research question: Sport fandom is acknowledged as offering consumers the opportunity to differentially engage as well as co-create value through network interaction, enhancing social well-being and social integration. However, recent research indicates that sport fandom escalates or de-escalates over time with calls to examine the intersection of parenting and sport fandom. This research focuses on mothers and fathers and examines how their sport fandom intensifies or declines as a consequence of having and raising children. This research will add to our understanding of fandom by identifying when and under what circumstances sport fandom is a bonding or detaching experience for parents and the role it plays in socialization and consumer behavior. Research methods: The study adopts a multi-method interpretive qualitative approach, using in-depth interviews and an online discussion forum. The sampling frame consists of a total of thirty five parents using two stages of research (Stage 1 n=15, Stage 2 n=20). Participants are at varying stages of parenthood with single and mixed gender families. Results and Findings: The study develops a typology of (de)escalating sport fandom during parenthood and differentiates between fandom as pertaining to an individual or social identity. Data also reveals varying dichotomies such as: excess and moderation, risk and reward, individual and shared behaviors (including customer-to-customer interaction) as well as perceptions of allegiance and disloyalty. Implications: Knowledge of parenting and sport fandom will assist managers in developing effective loyalty schemes and marketing packages and will offer an understanding of the temporal effect of having children on fandom

I Love You Kid, But…: Intergenerational Soccer Fandom Conflict

“…Sports fandom is shaped by a series of complementary or contradictory individual, psychological, and experiential factors (Tinson, Sinclair, and Kolyperas 2017). Spaaij and Anderdon (2010) also stress the sociocultural factors that inform fans' identification with a sports team.…”

“…In this respect, the team effectively constitutes a symbol of family continuity. Sports allow family members to spend time together watching games, and cultivating shared, intimate emotional experiences (Tapp and Clowes 2002;Tinson et al 2017).…”

Sport brands' attraction factors and international fans

“…Based on these elements, it appears justified to investigate potential differences between male and female satellite fans regarding sport brand points of attraction. Furthermore, age has also been found to be a significant influential variable of sport consumption (Robinson et al, 2004;Thrane, 2001;Tinson et al, 2017;Wann, 2002). Fandom is a dynamic process and is influenced by age and lifecycle stages, such as parenthood (Tinson et al, 2017).…”

Psychological processes connecting team identification and social well-being for middle-aged and older adults: moderated mediation of subjective and objective on-field performance

“…Sport spectatorship helps people establish meaningful social relationships (Inoue, Wann et al, 2020;Tinson et al, 2017;Wann, 2006). This implies a close connection between sport spectatorship and social well-being -a state entailing "the appraisal of one's circumstance and functioning in society" (Keyes, 1998, p. 122).…”