Why We Watch, Why We Play: The Relationship Between Fantasy Sport and Fanship Motivations

Abstract

This study compares the tendencies and motivations of the traditional sport fan (who consumes sport to see if his or her favorite teams/players are victorious) and the relatively newer fantasy sport fan (who consumes with the added variable of wanting to see certain players do well in order to secure personal fantasy team victories). A total of 1,261 traditional and fantasy sport consumers were surveyed, with results indicating that fantasy sport users had elevated levels of enjoyment, entertainment, passing time, social interaction, and surveillance motivations when compared to traditional fans. No significant difference was found between the two groups in terms of arousal, whereas traditional fans scored higher regarding escape motivations. In addition, all motivation behaviors increased significantly based on the amount of fantasy sport involvement, leading to the conclusion that fantasy sport participants have many of the same fanship motivations as traditional nonplaying fans, albeit at higher and often significantly higher levels. Theoretical and applied conclusions are extrapolated as well.

Notes

^a n = 531.

^b n = 730.

^c N = 1,261.

^d Significant difference between the two groups at p < .05.

^a n = 531.

^b n = 730.

^c N = 1,261.

^d Statistically significant at p < .007 (accounting for Bonferroni's correction).

^e Statistically significant at p < .025 (accounting for Bonferroni's correction).

^a n = 59.

^b n = 378.

^c n = 94.

^d N = 531.

^e Significant differences between all group means (Bonferroni's adjusted level of p < .004).

^f Significant differences between high and low group means (Bonferroni's adjusted level of p < .004).

^g Significant differences between high and medium group means (Bonferroni's adjusted level of p < .004).

Additional information

Notes on contributors

Andrew C. Billings

Andrew C. Billings (Ph.D., Indiana University, 1999) is the Ronald Reagan Endowed Chair of Broadcasting and the Director of the University of Alabama Program in Sports Communication at the University of Alabama. His primary research interest lies in the intersection of media, sport, and identity.

Brody J. Ruihley

Brody J. Ruihley (Ph.D., University of Tennessee, 2010) is an Assistant Professor of Sport Administration in the School of Human Services at the University of Cincinnati. His primary research interest lies in the areas of fantasy sport and public relations in sport.