Recreation and Sport Studies

Studying, Experiencing and Facilitating Kinesiology, Recreation and Sport through Wellness and Physical Activity

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

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By: K. Ready

Foster & Hyatt (2008) focus on the fandom, examining what drives a fan to like a team, and how important fans are for sports teams.

An integral question posed in the article is: “How can a professional sport manager build a fan base of loyal, non-local fans?”. Three ways to analyze this question are:

1) How does one build a “Fan Nation”

2) How Tradition is embedded into a Fan Nation

3) One must understand their fans, and the psychology behind

Within the article, Foster and Hyatt attempt break down exactly what a constitutes a: Fan Nation. They explore the idea of fandom as a sense of belonging. Is someone a fan because they lack inclusion in their lifestyle therefore? Do they become a fan for the  purpose of feeling a sense of belonging to a certain group or crowd? Or does being a fan provide a chance to break free from the problems currently going on in the world? Further, sociologist R. Neelly Bellah stated in the article that he thought fan nations hinder society because they divide society into smaller more segmented groups or “cliques”.

Foster and Hyatt go on to explain that in order to build a Fan Nation, sport managers must understand what a fan base consists of. They argue that there are 5 potential members of a Fan Nation:

1) The Unaware Potential Fan – Completely unaware the team even exists

2) Somewhat Aware Potential Fan – Are aware of the team, but do not care for the team

3) Memorabilia Fan – This fan buys the memorabilia but does not care whether the team succeeds or fails

4) Attracted Fan – These fans follow the team, but do not have enough feelings to consider themselves a strong fan

5) Allegiant Fan – These are the fans that follow a team’s every move, and will defend the team no matter what is going on. These are also known as “Die-Hard Fans”

]Foster and Hyatt further propose that tradition must be embedded within a team for a fan nation to exist. They use the example of the Edmonton Oilers, where their third jersey is not only a representation of the current team, but also the history of the team. They identify this as a key point toward attracting fans from outside the city of the team (in this case, outside of Edmonton).

Further questions raised:

1) If you were to be appointed a GM of a professional sports team, how would you plan to grow your fan base?

2) Fan bases in popular culture can depend on so many things, such as culture, team location, players, jersey colors, etc. What do you think is the most important factor in building a fanbase?

Author: UNB_KINRSS

UNB Faculty of Kinesiology: Bachelor of Recreation & Sports Studies, MBA in Sport & Recreation Management, and Master of Arts in Sport & Recreation Studies

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