Abstract
Abstract: The fantasy sport industry has experienced substantial growth, with a value of $22.3 billion in 2021 (Research and Markets, 2021), which has facilitated an increase in both fantasy sport participation and media-content consumption. With the sustained growth across these two areas, fantasy sport participants are relying on a key stakeholder in the industry for information across a number of communication media: fantasy sport analysts. To date, limited research has investigated the role of these analysts within fantasy sport, especially in the context of the motivations that influence participants to engage with these key stakeholders. Therefore, using the uses and gratifications (U&G) theoretical foundation, the current study examined which participation motivations have a direct effect in driving fantasy football participants to identify fantasy football analysts for information consumption. Through a questionnaire, the results found that competition and financial outcomes had a strong positive relationship with analyst selection, while social interaction yielded a moderate relationship. Entertainment, however, demonstrated no relationship with the reliance on fantasy sport analysts. This research helps advance the understanding of U&G within the fantasy sport context and provides a guidepost for analysts looking to meet the specific needs of participants relying on them for content.
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