A Research on the Criteria for Dividing Regular Fans and Die-hard Fans of Professional Sports
Abstract (300 words maximum)
This research aims to identify the factors that reflect the degree of fans' contribution to professional sports clubs. To achieve this goal, the researcher establishes a universal standard for dividing fans into two groups: regular fans and die-hard fans. A total of 130 fans who support more than one specific professional sport club completed a survey. Responses were categorized into two groups based on whether the respondents identified themselves as regular fans or die-hard fans. Among the criteria selected by the respondents, four numerical criteria were identified. A final standard was determined by focusing on the most significant difference between the answers of die-hard fans and those of regular fans. Die-hard fans met all four criteria, including having one or more uniform or cheering tool, watching more than 70% of games per season, spending more than $100 per season on club-related activities, and watching more than 10% of games at the stadium per season.
Based on these findings, clubs can classify their fans into regular fans and die-hard fans and then develop different marketing strategies for each group. This market segmentation will increase the competitiveness of the club by providing value that meets the two groups of fans subdivided according to specific criteria. Furthermore, fans can demonstrate their loyalty and contribution to the team by belonging to a specific fan group established by specific standards or by meeting the criteria to be part of another fan group. This research provides valuable insights for professional sports clubs seeking to understand and leverage the contributions of their fans to support their team.
Academic department under which the project should be listed
WCHHS - Exercise Science and Sport Management
Primary Investigator (PI) Name
Kyu-soo Chung
A Research on the Criteria for Dividing Regular Fans and Die-hard Fans of Professional Sports
This research aims to identify the factors that reflect the degree of fans' contribution to professional sports clubs. To achieve this goal, the researcher establishes a universal standard for dividing fans into two groups: regular fans and die-hard fans. A total of 130 fans who support more than one specific professional sport club completed a survey. Responses were categorized into two groups based on whether the respondents identified themselves as regular fans or die-hard fans. Among the criteria selected by the respondents, four numerical criteria were identified. A final standard was determined by focusing on the most significant difference between the answers of die-hard fans and those of regular fans. Die-hard fans met all four criteria, including having one or more uniform or cheering tool, watching more than 70% of games per season, spending more than $100 per season on club-related activities, and watching more than 10% of games at the stadium per season.
Based on these findings, clubs can classify their fans into regular fans and die-hard fans and then develop different marketing strategies for each group. This market segmentation will increase the competitiveness of the club by providing value that meets the two groups of fans subdivided according to specific criteria. Furthermore, fans can demonstrate their loyalty and contribution to the team by belonging to a specific fan group established by specific standards or by meeting the criteria to be part of another fan group. This research provides valuable insights for professional sports clubs seeking to understand and leverage the contributions of their fans to support their team.