Is Fantasy Becoming Reality and Leaving Reality Behind? Investigating the Impact of Fantasy Leagues on Professional Sports League Consumption

Abstract

This article investigates how participation in fantasy leagues has changed fan consumption habits towards actual sports franchises and leagues. Various fantasy sport leagues (FSL) have become popular in today’s sports markets. According to the Fantasy Sport Trade Association (FTSA) the number of players has grown from 500,000 in 1988 to 41.5 million in 2014 in the USA and Canada. Out of those male represent 80 %, and 78 % have at least a college degree or more. Football is the favorite sport played (69.4 %). This shift is recognized in popular culture as the FX channel airs a sit-com titled “The League” where characters’ lives revolve around a fantasy football league that illustrates the popularity of FSL. The popularity of FSL arguably effects the lifestyle and sport consumption of many people in today’s world. Howard (2009) argues that the growing interest in FSL may diminish sponsorship opportunities because of the lack of desire to attend actual sporting events. These actions could potentially threaten sport franchises around the world by eliminating important revenue streams. Howard (2009) also warns of diminishing revenue streams from event purchases such as game tickets, food, and merchandise sales. Specifically, Howard (2009) warns that fans may shift from following their favorite team to following specific players from their fantasy teams. Rather than buying tickets and going to games of one specific team as many loyal fans do, fantasy players prefer to watch and follow many teams not because they are fans of those teams, but to track the performance of specific players. The preliminary analysis suggested that avid fantasy league players tend to be engaged more in real sports leagues than previously imagined. Fantasy participations lead to increased consumption, but on the level of the entire league rather than specific teams. In other words, there is tendency to support their favorite team and all their fantasy players. These findings contradict previous findings and show that fantasy leagues are a tool that promotes a deeper desire to consume games on TV and person therefore making the said league a part of everyday life.