Findings in Sport, Hospitality, Entertainment, and Event Management

Streaming Media


The purpose of the present investigation was to examine consumption of sporting events after sport leagues returned from the COVID-19 pandemic. A sample of 329 college-aged sport fans were recruited for the study. Participants were administered measures to assess their sport fandom, sport fandom spectator identification, sport rivalry fan perception, and behavioral consumption of sport. Data was obtained between October 2020 to January 2021 as sport leagues returned to play. Results from the current study indicated that current sport consumption is at a similar level as it was pre-pandemic. However, the methods of consumption were inconsistent. Participants in the present investigation stated they were watching sports on television less than they were before the pandemic. Sport fans also indicated they were attending more games in person. Sport fandom was also the strongest predictor of sport-consumption behavior. Team identification and rivalry also accounted for modest variations of consumption behaviors. Future studies could explore future levels of sport fans in person attendance as sport leagues continue to return from COVID-19. Additionally, future work could explore other conditions in which team sport fandom is a strong predictor of sport consumption behaviors.