Team identification, motives, and behaviour: a comparative analysis of fans of men’s and women’s sport
A summary of the research:
The article "Team Identification, Motives, and Behavior: A Comparative Analysis of Fans of Men’s and Women’s Sport" explores differences and similarities in team identification, motivational drivers, and consumption behavior between fans of the England men’s and women’s national football teams. Using survey data from 515 participants, the study reveals that fans of the women’s team (the Lionesses) exhibited higher overall identification levels than fans of the men’s team (the Three Lions). Key motivational factors for both fan groups were physical skill and achievement, with family being the least motivating factor. Fans of the Lionesses also demonstrated greater engagement across media consumption, merchandise purchases, and attendance compared to fans of the men’s team.
The research highlights that motives such as social connection and knowledge of the game were stronger for women’s team fans. Additionally, feminist identity emerged as a significant motivator for Lionesses fans, tying support for the team to broader values like gender equality. These insights underline the importance of tailored marketing strategies that address the distinct motivations and behaviors of fans across gendered sports contexts.
Key Takeaways
Fans of the England women’s team reported higher levels of identification and engagement than fans of the men’s team.
Physical skill and achievement were the top motivational factors for both groups, while family was the least motivating.
Lionesses fans were more likely to be motivated by feminist values, linking their support to broader social causes like gender equality.
Authors: Emma Clarke, Andrea N. Geurin & Lauren M. Burch
You can read the entire article here.
