Examining Sports Entertainment Consumption
LEARNING OBJECTIVES
1) Differentiate between utilitarian and hedonic consumption motives
2) Describe the different types of sports consumption motives
3) Discuss the characteristics and implications of low and high involvement sports fan
segments
4) Describe the factors and strategies that influence fan relationships with sports brands
5) Contrast the characteristics and benefits of indirect and direct sports consumption
6) Describe the variables that affect an individual’s decision to attend a sports event
OVERVIEW
Sports entertainment brands are unique compared to other products and services because of the affinity, or emotional bonds people have for their favorite team, athlete, or brand. Most types of consumption do not elicit the passion or interest that sports can stir. The challenge for sports marketers is to develop an understanding of sports consumption behavior in order to appeal to consumers’ feelings toward sports.
The first part of this chapter examines motivations that guide consumer behavior. Discussion begins with motives that tend to be present for various buying decisions. Then, identification of motives turns specifically to sports—what are the factors that lead people to consume sports?
The second part discusses approaches for determining how people develop an identification with a sports brand. People are attracted to consume sports for various reasons; this part of the chapter looks at how the broader audience for sports can be segmented on the basis of their relationship to a sports brand.
Finally, consumer motivations for the decision to attend sporting events are identified. The reasons people attend sporting events often have less to do with the action on the field than is realized. Understanding different influences on sporting event attendance can equip sports marketers to develop strategies and tactics to appeal to the factors involved in one’s decision whether to attend a sporting event.
LEAD-IN VIGNETTE
A Fan for Life… and Beyond
The story of Pittsburgh Steelers fan Richard Desrosiers is a powerful illustration of the importance sports can have in people’s lives. Mr. Desrosiers’ devotion to his favorite team is an example of how people can have a deep relationship with a sports brand. Although not everyone who consumes sports feels the same passion that Mr. Desrosiers had for the Pittsburgh Steelers, sports possess an advantage over other categories in terms of their potential to relate to people on a deep level.
Questions for Students:
1. Do you know someone whose devotion to his or her favorite team is similar to the way Richard Desrosiers felt for the Pittsburgh Steelers? What behaviors do they exhibit that demonstrate their identification with “their team?”
2. In general, how effective are sports brands at taking full advantage of highly committed fans like Richard Desrosiers in terms of building relationships with them?
INSIDER EXPERT
The Insider Expert for Chapter 2 is Chris Eames, a vice president for ESPN Customer Marketing and Sales. Mr. Eames’ work with ESPN and Turner Broadcasting has involved helping companies and sponsors reach consumers through sports entertainment media.
CHAPTER OUTLINE
Learning Objective # 1: Differentiate between utilitarian and hedonic consumption motives
Utilitarian Motives
Utilitarian motives influence a buying decision when a functional benefit is sought from consumption. For example, the decision of which gas station to stop at to make a purchase may be influenced by criteria such as location (convenience sought), price (economic benefit), and credit cards accepted. In the context of sports entertainment, utilitarian motives for consumption may be to have family time or a morale building experience for a business outing.
Hedonic Motives
Sports consumption is influenced more by hedonic motives, which are tied to one’s desire to have a sensory experience that elicits pleasure fun or excitement. Participation and spectator sports offer experiences for hedonic consumption, whether it is self-actualization one can feel as a participant or the enjoyment of a multisensory environment at a sporting event.
Learning Objective #2: Describe the different types of sports consumption motives
Sports Consumption Motives
Eight different motives for sports consumption are discussed that fall into one of three categories: 1) social motives, 2) psychological motives, and 3) personal motives. Figure 2.2 provides a listing of these motives.
Social Motives
Family. Sport consumption can be part of a family ritual, whether it is direct consumption (i.e., attending events) or indirect consumption such as watching games on TV. Interest in a sport or team often begins with exposure at an early due to the influence of family members.
Group Affiliation. Becoming part of a community of people who share an affinity for the same sport, team, or player is another socially-based motive. Group affiliation motives can be met by direct consumption at sporting events or indirectly in ways such as participation in online message boards or membership in social networking groups.
Psychological Motives
Self-Esteem. The decision to become a fan or follower through sports consumption may be influenced by the impact it has on one’s personal identity. A person’s beliefs about how he or she is perceived by other people can be enhanced through sports consumption, and the benefits of group affiliation can have a positive impact on self-esteem.
Escape. One form of hedonic consumption motives that sports can meet is to provide an escape from everyday life. Problems, stress, and other conditions can be left behind for a period of time while participating in sports or consuming as a spectator.
Personal Motives
Aesthetic. This motive relates to one’s interest to the sport itself—the strategy of baseball, the aggressiveness of football, and the skill of Kobe Bryant are examples of the aesthetics of a sport influencing sports consumption. Marketing a sports product to people motivated by aesthetics may represent “low hanging fruit” of an audience easy to persuade. However, they are usually insufficient in number to be the lone type of consumer in the target market.
Entertainment. In contrast to an aesthetic motive, people motivated to consume sports for its entertainment value seek benefits from the total experience of sports consumption. Sports properties respond to consumers’ entertainment motives by designing interactivity and multisensory environments into their experiences. Examples include pregame or postgame concerts, in-game contests, and giveaways.
Sensory Stimulation. Related to the entertainment motive, some consumers seek to experience sensory stimulation through sports. For spectator sporting events, the game is a production—literally! Entertainment elements like music, video, and graphics are scripted into game production, timed to occur at specific points during the event. And, the event itself can be a source of sensory stimulation— speed, violence, and other aspects of action are ways to elicit sensory responses.
Economic. The economic motive is linked to monetary gain or benefit people may enjoy from sports. People who gamble on sports may follow a particular sport or teams to gain an advantage when wagering on sports. On a broader scale, fantasy sports players may be attracted to participate by an economic motive. The prospect of winning cash or merchandise prizes in a fantasy football league, for example, may prompt some players to invest time and money in an effort to improve their chances of winning.
Learning Objective #3: Discuss the characteristics and implications of low and high involvement sports fan segments
Sports Fan Types
A sports brand may have a collective group of people that consider themselves fans, but the nature of their relationship will vary across fans depending on their involvement with the brand. Involvement consists of cognitive and affective components. The cognitive component refers to the relevance or importance of a sport or sports brand based on its functional performance. The affective component of involvement is the relevance of a sport or sports brand in communicating a person’s ideal self-image. Based on these two components, four fan segments are discussed. Figure 2.3 summarizes the segments, classifying them as either low involvement or high involvement segments.
Low Involvement Fan Segments
Situation-Based Identification. Special events or circumstances can attract people to sports who otherwise have little or no relationship or interest. The Olympics are a good example; sports such as swimming or figure skating do not have a mass audience on an ongoing basis. However, the intensity and drama of Olympic competition attracts followers for these events, albeit for a short period of time. Marketers must remember that this segment of fans may be prospects to build a relationship and escalate their involvement with the sport or brand.
Geography-Based Identification. Geography plays a role in attracting fans for a sports brand. Sports teams are a source of civic pride, and branding often reflects attributes or history of the local market. One strategy used by many sports properties to appeal to consumers via a geographical connection is to be active in supporting community causes and charities. Active civic engagement communicates that an organization cares about the community, which can appeal to people who may not have as much interest in the core product (sport).
High Involvement Fan Segments
Emotion-Based Identification. In contrast to low involvement fan segments, fans with emotion-based identification with a sports brand are not affected by performance on the field and place a greater emphasis on their relationship with the brand. The affinity felt for the brand is high, and this segment seeks to sustain the relationship regularly through direct and indirect consumption. This segment is attractive because they represent opportunities for revenue streams such as tickets, licensed merchandise, media content, and unique experiences.
Self-Concept-Based Identification. Fans with self-concept-based identification have the greatest involvement with a sports brand. They place great importance on their relationship with the brand, and it is a significant part of their self-concept. This segment may be equated with fanatics such as the group that sit in “The Black Hole” at Oakland Raiders games. One tactic for marketing to fans with self-concept-based identification is to promote a dedicated seating area at events, appealing to their desire to communicate team identification to other people.
Learning Objective #4: Describe the factors and strategies that influence fan relationships with sports brands
Fan Relationship Connection Points
In order to develop customer relationships, a starting point must be established. In what ways can a sports brand connect with people to begin relationship building? Figure 2.4 gives five connection points that can attract consumers to a sports brand.
Star Power
One connection point that holds great potential as a marketing tool is star power. It holds great potential because a sports brand can possess star power in a variety of ways. The most obvious form of star power is players or athletes. However, other sources of star power can be tapped including coaches, former players and coaches, team, organization executives, mascot, and facilities. An organization should recognize the star power it possesses as marketing assets and incorporate star power into marketing campaigns.
Family
Family was identified previously as a type of social motive for sports consumption. Recognition of the importance of family as a connection point should be reflected in marketing tactics designed to appeal to families. Bundled pricing for families (e.g., all inclusive price for tickets, concessions and souvenirs), availability of family section seating, kids clubs, and interactive experiences for kids are examples of tactics that relate to this connection point.
Socialization
Another social motive for sports consumption, group affiliation, is based on the power of sports to be a connector of people with common interests. Sports marketers can nurture this connection point by making available socialization opportunities at live events, off-site, and online.
Community
The discussion of geography-based identification establishes that there is a segment of customers that can be attracted through an organization’s marketing efforts to forge a strong link to the local community. Establishing the market footprint for a sports brand is an important marketing task in developing community as a connection point. Depending on the population density and competition, the geographic footprint could be a city, multi-county area, region, or state. In addition to defining the market footprint, demonstrating relevance to the community through strategic philanthropy is vital to developing this fan connection point.
Participation
Following a sport often stems from one’s involvement in that sport as a participant. People who play a sport become more knowledgeable and interested in the sport. This first-hand involvement as a participant can lead to connecting with a sports brand as a spectator. Youth sports participation is a point of emphasis for many sports brands. Attracting youth to a sport at an early age creates the potential for a long-term relationship that extends into adulthood. Conversely, decreased youth participation in a sport is generally interpreted as a threat to that sport. And, when kids are attracted to a sport their parents are usually ensnared, too.
Learning Objective #5: Contrast the characteristics and benefits of indirect and direct sports consumption
Sports consumption can be classified as either direct consumption or indirect consumption. Direct consumption refers to attending live sporting events or first-hand usage of sports products or sporting goods. Direct consumption is a valuable revenue stream for sports properties as attendance at a sporting event triggers spending on complementary purchases such as food and beverage and merchandise. The costs associated with sporting events can dissuade some people from direct consumption, or other circumstances may prevent attendance at sporting events. Indirect consumption includes consuming sports through broadcasts of sporting events, news and entertainment media, and interactions with other people. Indirect consumption should be encouraged to keep fans engaged who cannot attend events, to attract new fans, and to maintain interest among fans.
Learning Objective # 6: Describe the variables that affect an individual’s decision to attend a sports event
A Framework for Direct Sports Consumption
Direct consumption of sports through attending games or events is explained by the research of Daniel Wann and colleagues. Figure 2.5 summarizes the different factors and variables associated with them.
Perceived Options
Choice is a factor affecting consumer behavior for most buying decisions we make—Should I buy Brand A or Brand B? In a sports context, choice may be whether to attend a college football game on a Saturday afternoon or NFL game on Sunday. Choice also involves decisions about the opportunity cost of a brand choice. For example, if one decides to buy tickets and incur travel expenses to go to the Rose Bowl on New Year’s Day that decision may affect dollars available for debt reduction, Christmas gifts, or savings.