The Impact of Artistic Expression on Sports Fan Engagement

Abstract

Purpose: The aim of this study was to explore the impact of artistic expression on sports fanengagement.Methodology: The study adopted a desktop research methodology. Desk research refers to secondarydata or that which can be collected without fieldwork. Desk research is basically involved in collectingdata from existing resources hence it is often considered a low cost technique as compared to fieldresearch, as the main cost is involved in executive’s time, telephone charges and directories. Thus, thestudy relied on already published studies, reports and statistics. This secondary data was easilyaccessed through the online journals and library.Findings: The findings revealed that there exists a contextual and methodological gap relating to theimpact of artistic expression on sports fan engagement. Preliminary empirical review revealed thatArtistic expression serves as a powerful vehicle through which fans communicate their passion,identity, and loyalty. The studies presented have shown that exposure to and participation in artisticexpressions, such as fan art, music, and literature, contribute to increased emotional engagement, asense of belonging to a fan community, and a deeper connection with sports entities. Furthermore,these artistic expressions often serve as cultural symbols, reinforcing fan identities and creating aunique sense of belonging.Unique Contribution to Theory, Practice and Policy: The Social Identity theory, AffectiveDisposition theory and the Cultural Consumption theory may be used to anchor future studies on theimpact of artistic expression. The study recommended for fostering of fan art initiatives, integratingartistic expressions into fan engagement strategies, collaborating with publishers, investigating indance and choreography, supporting online fan communities, capturing and sharing visual stories andfacilitating musical expressions among others. Incorporating these recommendations into fanengagement strategies can create a more vibrant and emotionally connected fan base, ultimatelybenefiting sports organizations and enhancing the overall fan experience.