Abstract
Purpose – In an era where a growing segment of fantasy league participating and video game playing sport consumers has become more interested in managing individual major league players than in following the fortunes of actual major league teams, North American major league attendance is dropping. The authors aim to argue that team management could keep their attention, strengthen the team‐fan bond, and increase attendance and overall revenue, by giving their fans input into decisions related to the team's on‐field, on‐court, or on‐ice management.Design/methodology/approach – This paper chronicles the rise of fantasy sport and sport video game participation and argues that a new breed of sport consumer is emerging that values managing sport over spectating. Previous attempts by teams to give fans input into management decisions are outlined and critiqued.Findings – It is suggested that teams wishing to increase the team identification and attendance frequency of these management‐centric consumers should u...
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