Sports Fandom: An Unhealthy Obsession?

Document Type

Presentation

Abstract

Obesity and unhealthy living practices are reaching epidemic proportions in the United States. This study investigated the physical health risk and risk behavior differences between high and low identified fans of sports teams. The rationale for the study was that if highly identified sports fans were found to engage in elevated health risk behaviors, targeting this group may represent a significant opportunity for sports organizations and health policy makers to achieve a significant impact on the health and wellness of a large segment of Americans. The results indicated individuals self-reporting to be more psychologically connected, personally committed, and emotionally involved with a team have a significantly higher Body Mass Index (BMI) than did those self-reporting lower identification levels. Additionally, high identified fans significantly differed from low identified fans on numerous health related behaviors. The results of this study provide preliminary evidence to suggest that sports fans may be a perfect segment to which health prevention marketing efforts can be directed. Discussion will center on the implications for health prevention policy and programming, with particular attention focused on revenue generation opportunities which may exist for both sports organizations and providers of health prevention services through sponsorships and other business related relationships and practices.

Publication Date

3-19-2019

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