Sports fans' socialization, team identification and gendered differences between sport consumption

Abstract

Background: This study focuses on sports fandom, consumption and socialization in the role of a sports fan. Objective: The study aimed to analyze the international differences between Polish sports fans and those in the United Kingdom, United States, Australia, Greece, Norway, and Qatar, based on a comparison of the results of studies using the same research methodology. Methods: The research utilized the Sports Fandom Questionnaire (SFQ) and the Sports Spectator Identification Scale (SSIS) concerning fan-related behaviors and socialization in the role of a sports fan. A total of 286 Polish students were surveyed (53% male and 47% female, mean age of 21.3 years). Results: Investigated students strongly identified with the role of being sports fans. Males demonstrated a significantly higher level of sports fandom than females. Male socialization agents for sports fandom and consumption, particularly fathers, were important for both genders. Both genders were less likely to watch women's sports and mainly followed men's sports. Polish women ranked second on the SFQ (27.69) and the SSIS (37.15) among the compared national surveys and their average SFQ and SSIS scores indicate strong identification with the role of being a sports fan. Polish women, like British women, indicated school and parents as the most influential fan socialization agents, while data from other countries pointed rather to the role of community and friends. Conclusions: As in all other national samples, indirect sports consumption precedes direct consumption, and watching sports on television is the most common form of sports consumption in the media. Moreover, male dominance in sports fandom patterns and the role of a sports fan was evident in both males' and females' responses. That is why the male socialization agents may impact the creation of the identity role the most.