Fan conflict or complement? Exploring the intersection of sports betting and team loyalty

Brendan Dwyer, Stephen L. Shapiro, Joris Drayer
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Abstract

Purpose

The purpose of this paper was (1) to examine the underexplored intersection of sports betting and favorite team loyalty, and (2) to assess differences in gambling behavior among sport bettors by varying levels of team loyalty.

Design/methodology/approach

A total of 1,555 National Football League (NFL) bettors and non-betting NFL fans were surveyed to assess media consumption across a mix of team loyalty attitudes and betting behaviors.

Findings

Statistically significant differences were found between four types of NFL fans (casual, team loyalty-dominant, betting-dominant and hybrid) as it relates to media consumption in various forms. Most notably, the results suggested symbiosis between the activities.

Research limitations/implications

The symbiosis finding, though preliminary, suggests the activity provides an additional platform for consumers to connect with spectator sport. Furthermore, the act of betting, like participation in fantasy sports, appears to spur consumption of the NFL product generally. The study, however, was limited to NFL fans, did not specify the method for sports betting, nor the intensity of gambling.

Practical implications

Teams should not worry that betting detracts from fan engagement with the team product. Also, leagues and media providers should continue to highlight betting content as participants consume at higher rates than non-participating sports fans.

Social implications

Team fandom may potentially moderate problem behavior among bettors. The betting results indicate being a loyal team fan lowers one’s gambling spend per month and largest bet compared to non-loyal bettors. However, the hybrid fan showed significantly higher media consumption levels.

Originality/value

Sports fans have more opportunities to interact and engage with their favorite games than ever before. However, consumers have limited amounts of time and money, and this study is one of the first to examine differences in fan interests and behaviors related to sport betting and team loyalty and the resulting viewership and consumption behavior.

球迷冲突还是互补?探索体育博彩与球队忠诚度的交叉点
本文的目的是:(1) 研究体育博彩与最喜爱球队忠诚度之间尚未得到充分探索的交叉点;(2) 评估不同球队忠诚度的体育博彩者在博彩行为上的差异。调查结果显示,四种类型的 NFL 球迷(临时球迷、球队忠诚主导型球迷、博彩主导型球迷和混合型球迷)在各种形式的媒体消费方面存在显著差异。最值得注意的是,研究结果表明这些活动之间存在共生关系。研究局限性/影响共生关系的发现虽然是初步的,但表明该活动为消费者提供了一个额外的平台来与体育观众建立联系。此外,投注行为与参与梦幻体育一样,似乎普遍刺激了对 NFL 产品的消费。然而,这项研究仅限于 NFL 球迷,没有明确说明体育博彩的方式和赌博的强度。此外,联赛和媒体提供商应继续突出投注内容,因为参与者的消费率高于非参与者。社会意义球队的忠诚度可能会缓和投注者的问题行为。博彩结果表明,与非忠实博彩者相比,忠实的球队球迷会降低每月的博彩支出和最大投注额。原创性/价值体育迷比以往任何时候都有更多机会与他们喜爱的游戏互动和接触。然而,消费者的时间和金钱都是有限的,本研究是首次研究球迷在体育博彩和球队忠诚度方面的兴趣和行为差异,以及由此产生的观看和消费行为的研究之一。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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