The Sport Marketing Portfolio Matrix: A Theory-Integrative Exploration of Fans’ “Buy,” “Hold,” and “Sell” Behaviors

Abstract

The field of sport marketing lacks a comprehensive understanding of how fan behaviors link directly to sport products. This work introduces a model that accurately categorizes sport products, better recognizes fan behaviors, and simultaneously provides strategic guidance to sport managers. The model integrates the foremost theories of fan behavior with the financial theory of portfolio management. This novel perspective posits that sport fans should be viewed as “investors” who buy, hold, and sell athletes and teams. Fans manage their individual portfolios in line with personal goals, values, and social influences. The integration of theories bears significant implications regarding how sport consumers relate to sport products; and, the emergent Sport Marketing Portfolio Matrix (SMPM) provides new behavioral insights which encapsulate fans’ dynamic consumption over time. In practice, the SMPM will aid marketers in efficiently and strategically conveying marketing messages that move fans toward buy and hold behaviors (away from figuratively selling).