Are Non-Local Sports Fans Bigger Sponsor Patrons than Locals?

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Summary

Fans who travel far to sporting events may be more valuable to sponsoring brands than previously thought. A research model tested against a cycling field study shows that “faraway” fans are more knowledgeable about the sport than locals, identify more strongly as a fan of the sport and have greater event attachment, potentially increasing their desire to support sponsoring brands.

Angeline Close Scheinbaum (aschein@clemson.edu) is the Dan Duncan Professor of Sports Marketing and associate professor of marketing at Clemson University. Her research focuses on consumer behavior and integrated brand promotion, with a focus in contexts of sport and e-commerce/social media.

Anjala S. Krishen (anjala.krishen@unlv.edu) is a professor of marketing and director of MBA programs at the University of Nevada, Las Vegas (UNLV). She held management positions for 13 years before pursuing a doctorate and a career in academia.

Russell Lacey (laceyr@xavier.edu) is the dean of the graduate school and professor of marketing at Xavier University in Cincinnati, Ohio. He has published more than 30 articles in academic journals. Before his academic career, he held various corporate marketing positions at healthcare entities, including Blue Cross and Blue Shield of Kansas City and Baylor Health Care System (now Baylor Scott & White) in Dallas, Texas.