COVID-19 and sports fans: examining the pandemic’s impact on need fulfillment and psychosocial outcomes

Abstract

ABSTRACT Rational/Purpose: In March 2020, the sports world came to a standstill as COVID-19 spread across the globe. Sport fans were among the industry stakeholders most affected. Fans turn to sports to satisfy a variety of needs [Trail, G.T. (2018). Sport consumer behavior (4th ed.). Printed by the author.] and experience psychosocial benefits by way of their fandom [Wann et al. (2000). The self-presentation of sport fans: Investigating the importance of team identification and self-esteem. Journal of Sport Behavior, 23(2), 198–206.; Wann et al. (2017). Testing the team identification–social psychological health model: Mediational relationships among team identification, sport fandom, sense of belonging, and meaning in life. Group Dynamics: Theory, Research, and Practice, 21(2), 94–107.] Without games, however, to what extent were fans able to fulfill these needs? Further, did fans experience detrimental impacts to their self-esteem and sense of belongingness in relation to their team/fan communities? Design/methodology/approach: Data were collected via an online survey using select online NBA and MLB team message boards in addition to Amazon MTurk. Fan needs were measured using adapted versions of prior sport fan motivation scales [Trail & James (2001). The motivation scale for sport consumption: Assessment of the scale’s psychometric properties. Journal of Sport Behavior, 24, 108–127; Wann (1995). Preliminary validation of the sport fan motivation scale. Journal of Sport & Social Issues, 19(4), 377–396.]. Self-esteem was measured using an adapted version of Harris et al.’s [Harris et al. (2018). The Lifespan Self-Esteem scale: Initial validation of a new measure of global self-esteem. Journal of Personality Assessment, 100(1), 84–95]. Lifespan Self-Esteem Scale. Belongingness was measured using four items from Malone et al.’s [Malone et al. (2012). The general Belongingness Scale (GBS): Assessing achieved belongingness. Personality and Individual Differences, 52(3), 311–316]. General Belongingness Scale. Findings: Survey results from 417 sports fans revealed many of the needs typically met through sport consumption (i.e. achievement, drama, escape, family togetherness, social connections, group affiliation, and entertainment) went largely unmet during the pandemic. Further, highly passionate fans maintained higher perceived levels of self-esteem and belongingness than less passionate respondents. Practical implications: Results of this study should aid sports organizations in understanding the experience of their fans during the pandemic and better prepare teams and leagues to engage their consumers in future situations where live sports are unavailable. Research contribution: This paper builds on our understanding of fan motivation and psychosocial outcomes of fandom in a time when the sport was suspended due to COVID-19.