Brendan Dwyer

Examining the impact of league entry fees on online fantasy sport participation and league consumption

Abstract After American legislators explicitly exempted fantasy sports from online gambling laws, legal theorists have debated whether or not playing fantasy sports for money warranted such an exemption. However, there is currently no survey-based research which has examined the relationship between gambling and the attitudes and behaviours of fantasy players. The current study surveyed 253 fantasy participants and separated respondents into groups based on whether or not they play fantasy baseball for money. Results indicate that those who play for money are increasingly motivated by the social benefits associated with participation and are not motivated by the opportunity to win money. This finding runs counter to research on traditional forms of gambling, which often reports strong anti-social tendencies associated with increased gambling along with a strong motivation for financial gain. Further, from the league and team perspective, those who play fantasy baseball for money actually exhibited higher levels of team-related consumption.

Exploring fan behavior: : Developing a scale to measure sport eFANgelism

Brand evangelism, an advanced form of marketing where consumers voluntarily advocate on behalf of the brand, can bring numerous benefits to a firm. Pro-brand behaviors such as word-of-mouth promotion, recruitment of consumers, and disparagement of rivals are just a few of the many actions associated with brand evangelism. With highly impassioned and provocative fans, an opportunity exists to explore brand evangelism within the spectator sport context. The purpose of this study was to develop and validate a scale to measure sport team (brand) evangelism. Guided by Fournier’s (1998) brand extension of relationship theory and following Churchill’s (1979) eight-step method for developing marketing measures, two focus groups of fans were interviewed and an additional 450 sport fans were surveyed through two distinct data collections in an attempt to identify sport team evangelistic behaviors, and test a measure of such behaviors. The assessment of the instrument included two forms of reliability analysis and t...

Daily Fantasy Football and Self-Reported Problem Behavior in the United States

Traditional, season-long fantasy sport participation has grown considerably since the late 1990s, and in an attempt to capitalize on this growing demand, daily fantasy sports (DFS) providers have created a new game where money changes hands instantly. This change has led some legal commentators and state agencies to believe the game is a form of Internet gambling similar to online poker, blackjack, and sports wagering, and thus, it requires increased regulation or even prohibition. Little is known, however, about the gambling behavior associated with DFS participation. Thus, the purpose of the current study was to examine problem gambling severity in conjunction with DFS participant motives, perceptions, and consumption behavior. Over 500 DFS participants were surveyed, and the results suggest DFS participants behave similarly with participants in other forms of gambling activities. In addition, the findings suggest additional consumer protections may be needed to prevent further problem behavior such as chasing.

Daily Grind: A Comparison of Causality Orientations, Emotions, and Fantasy Sport Participation

In 2015, daily fantasy football entered the fantasy sports market as an offshoot of the traditional, season-long form of the game. With quicker payouts and less commitment, the new activity has drawn comparisons to other forms of illegal gambling, and the determination of whether it is a primarily a game of skill or chance has become the center of the comparison. For the most part, legal commentators and society, in general, views traditional, season-long fantasy football as an innocuous, social activity governed equally by both skill and chance. Little evidence exists, however, about participant perception of skill and chance components in daily fantasy football. The current study surveyed 535 daily and traditional-only fantasy football participants in order to understand differences and similarities in the causality orientations of participation (skill or chance). In addition, enjoyment and anxiety were tested for mediating effects on causality orientations and consumption behavior. The results suggest the differences between the activities are not extreme. However, differences were found in which causality orientations influenced enjoyment and which emotion mediated the relationship between perceived skill and consumption.

Exploring and Measuring Spectator Sport Fanaticism

Spectator sport fan behavior is vast and represents one of the society’s most universal leisure activities. While event attendance and media consumption has received a great deal of attention from researchers, there is growing understanding that sport fans interact with their favorite teams in numerous other ways. Little is known, however, of what constitutes the fanatical behavior of sport spectators. Thus, there is an opportunity to understand the impassioned actions of the sport fan population to provide marketers and media providers with a better understanding of how sport fans interact with team brands beyond direct consumption. The current study aimed to discover and develop an instrument to measure spectator sport team fanaticism. Two focus groups were utilized to uncover and generate items. Three samples and an expert review were then conducted to validate the instrument. The following four unique dimensions were uncovered and preliminarily validated: instigation, superstition, committed interaction, and vicarious impact.

An Evolving Experience: An Investigation of the Impact of Sporting Event Factors on Spectator Satisfaction

ABSTRACT The sport stadium experience continues to evolve around the world, with elements such as food, music, stadium lighting, and enhanced scoreboards becoming more prevalent. The current study investigated four factors of the stadium experience within sport managers’ control – the physical facility, facility electronics, team traditions, and concessions – in relation to the uncontrollable factor of team competition, to determine their impact on spectator satisfaction. Utilizing an international sample of 255 sport fans, hierarchical regression analysis showed the facility, electronic, team traditions, and team competition factors were significant predictors of spectator satisfaction. The concessions factor, meanwhile, did not predict spectator satisfaction. Differences across sports and geographic regions were also investigated, but no differences were found. Implications of these results are discussed, and recommendations for future research are provided.

Measuring Fantasy Team and Favorite Team Interactivity Through Implicit Association

Traditional team fandom is a vital component of contemporary spectator sport marketing and communication. However, fantasy sport has recently emerged as a potential threat to team fandom, particularly with regard to the interactivity provided by the virtual game. Research has found evidence that fantasy sport can be both a substitute and a complement to traditional team fandom. However, with limited control over traditional team outcomes and perceived control over fantasy team outcomes, interactivity has emerged as a potential differentiator between the two forms of fandom. Guided by the fantasy football participation and consumption model and endowment theory, the current study conducted an implicit association experiment on the interactivity and passiveness of contemporary professional sport fandom. These results were combined with self-report data to explore potential indicators of implicit bias. The experiment uncovered an association of interactivity to favorite team players and passiveness to fantasy team players. The post hoc examination of potential predictors found the drive to compete, and in-season game outcomes positively impacted the unexpected interactivity implicit bias.

Recalibrating the Scale: A Case of Reseating a Sold-Out Arena

Reseating a stadium or arena is not a new phenomenon. It offers colleges and universities the opportunity to reward donors who have contributed financially to the athletic department as well as to create or maintain an equitable seat allocation system. At the same time, a poorly planned or poorly executed reseating project has the potential to upset current donors to the point of alienation. ABC University is looking to take on a reseating project, and it is looking to Virginia Commonwealth University for guidance because of its successful 2013 reseating project. With the success of its men’s basketball program and highly engaged fan base, the time is right to undertake this project. Factors involved in the decision to reseat, communication with fans, and the method involved with the actual reseating are among the topics discussed. This case study would be beneficial to other schools looking to reseat or future athletic administrators interested in an insider’s perspective at a major revenue generation pr...

From evaluator to insider: an academic's guide to managing sport for development programmes

The field of sport for development (SFD) has seen progress and growth over the few past decades, yet there remains an apparent lack of coordination between programmes; a feeling that individual organizations exist apart from others doing similar work. In advancing this important conversation, our goal is to share a case study of an SFD programme as well as a framework that has been developed over the years and guides what we do. As academics engaged in the applied work of SFD, we feel that we bring another dimension to programming, from a theoretical and evaluative standpoint. Building in practical and theoretical forms of evaluation, fostering integrative cultural experiences and cultivating programme sustainability are three essential elements to building successful SFD initiatives. Our hope is that by sharing this framework, others will continue to share best practices so that we can all make our work in SFD more meaningful.