Inventing Team Tradition: a Conceptual Model for the Strategic Development of Fan Nations

Abstract

While the strong support of local fans will always be an important concern for big-league professional teams, new technologies are making it easier for distant fans to learn about and begin following teams from afar. To better ensure financial viability into the twenty-first century, we argue that major professional teams should create a strategy to build a fan nation containing both local and distant loyal fans. We argue that teams should invent traditions to entice both local and far-flung casual, and non-fans to become loyal members of a team's fan nation. The recent actions of the National Hockey League's Edmonton Oilers are used as a case study of how a team can use the invention of tradition to expand and enhance its fan base.

Notes

1. We use the Psychological Continuum Model because of the managerial focus of the model. We also recognize that there are other models of commitment. In particular, Crawford presents a continuum model for what he terms the “career progression of a sports fan” (Crawford, 2004, p. 42).

2. Our decision to use Anderson's definition of nation does not mean it is the only available definition of nation. Others have used different definitions of nation to explain different facets of fan identity politics (e.g., Maguire & Poulton, 1999) and transnationalism in sport (e.g., Silk & Andrews, 2001).

3. We recognize that there are perhaps some inherently limiting aspects to sport fandom which are discussed by Crawford (2004), such as gender and physical ability. Nevertheless, we would argue that Anderson's definition of nation is more inclusive than a neo-tribe or a lifestyle enclave.

4. The first two categories of potential member are non-fans. We define the non-fan as an individual who does not care if the team wins or loses.

5. The Oilers decided that this practice should be continued only during the playoffs. The general feeling was that this special practice should be repeated only during a special time of the year.

6. During the First World War, soldiers with the Australia and New Zealand Army Corps (ANZAC) fought valiantly in Gallipoli, defending their nations and the Empire. Over time, the legend of the sacrifices made by these “Diggers” grew and became part of the Australian national mythology. Recent research into Australian identity suggests that among Australians, the ANZACs are thought to be the most influential group from throughout the nation's history when it comes to influencing how Australians see themselves (Tranter & Donoghue, 2007). Australians commonly see the Diggers as epitomizing the Australian traits of physicality, egalitarianism and unwavering support for your friends and the cause (Tranter & Donoghue, 2007). Australians remember their fallen soldiers each year on 25 April—ANZAC Day.

7. The Heritage Classic was modelled after the “Cold War”, a National Collegiate Athletic Association (NCAA) hockey game played between Michigan and Michigan State universities. The game was played in Ann Arbour, Michigan and was witnessed by 74,554 spectators (Gumbrecht, 2001).

8. Hockey and lacrosse are recognized officially as Canada's national sport. Although both sports are recognized officially as Canada's national game, there is little debate as to which sport has greater significance to the Canadian population. The importance of hockey to the Canadian population can be seen in the viewership of the Gold Medal Game for Men's Hockey at the 2002 Salt Lake City Olympics. The game was the most watched TV show in Canadian history (CBCSports, 2002). In contrast, the attendance of the Gold Medal Game at the 2006 Lacrosse World Championships held in London, Ontario was 7,735 people (Pointstreak.com, 2006).

9. The Memorial Cup is the trophy awarded to the top Junior Hockey team in North America. The first Memorial Cup was awarded in 1919 in memory of the soldiers who lost their lives during World War I.

10. Mini-packs are three- or six-game ticket packages. The mini-pack holder purchases a package and is assigned a seat for three or six games.

11. US dollars unless otherwise indicated.

12. One explanation for the increase in team revenues could be the steady increase in the Canadian dollar. We would argue, however, that many of these gains have occurred only recently. We did not include post lockout financial figures because the league restricted team payrolls with a salary cap. Moreover, during this period the value of the NHL television deal with NBC meant that teams saw little or no growth in television-related revenues.

13. It should be noted that the NHL sanctioned another outdoor game. The Buffalo Sabres and the Pittsburgh Penguins played in Ralph Wilson Stadium in Buffalo, NY on 1 January 2008. The game was broadcast nationally in the USA on NBC.

14. We would like to thank our reviewers for this insight.