Marketing to Sports Fans - US - June 2012
Sports continue to be a staple of American culture that attracts fans of each gender, all ages, ethnicities, and backgrounds. Sports fans have largely come to show their enthusiasm for professional and college-level athletics in two principle ways—by developing allegiances to specific sports stars and teams, as well as a general following of overall leagues. Yet, their reasons for sports enthusiasm and how they choose to demonstrate their loyalties vary by demographic.
This report attempts to explain the mindset and behaviors of sports fans in the U.S. by reviewing which sports are most watched and listened to, as well as how fans choose to tune in to their sports of choice. Sports product purchases—apparel as well as other items—are also covered, as is the impact that star athletes and teams have on fans’ propensity to both follow sports and purchase related products. These issues are all ones sports marketers, retailers, and overall leagues should consider in determining ways to communicate with their respective fan bases.
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