Creating and Fostering Fan Identification in Professional Sports

In the 1980's sports fans became accustomed to player free agency while in the 1990's these same fans have had to come to terms with franchise free agency. While some cities lose their professional sport franchises, others enjoy sell-outs, and lucrative television contracts. Why were Cleveland Browns fans so vehement in their protests and lawsuits in their attempt to retain the Browns, while in Houston the fans were apathetic in their response to the possibility (and subsequent reality) of losing the Oilers? The authors describe this personal commitment and emotional involvement of fans in pro sport franchises as fan identification.

In this article the authors develop a conceptual framework of fan identification and the levels, motivations and benefits of such identification. In analyzing these factors, we suggest strategies for increasing fan identification and identify possible managerial outcomes resulting from increased fan identification.