Understanding Fan Behavior Through Fan Networks & Social Structures

: Matthew Katz
: Nov 2, 2023

When sport fans gather in stadiums, bars, or at watch parties, they do so not merely as individuals, but as members of a larger collective. The communal nature of sport consumption reflects the impact of a consumer's relationships on the sport consumption process. Coupled with the modern day venue evolution from 'seats to spaces', industry applications abound for marketers willing to study fans as part of a larger social ecosystem.