Fan community development supported by professional sports organizations: its effects and challenges

2023 Fiscal Year Final Research Report

• Project/Area Number: 21K11387
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Review Section: Basic Section 59020:Sports sciences-related
• Research Institution: University of Tsukuba
• Principal Investigator: Nakazawa Makoto 筑波大学, 体育系, 准教授 (10188930)
• Project Period (FY): 2021-04-01 – 2024-03-31
• Keywords: ファン・コミュニティ / 社会的課題 / 経営課題 / ファン・コミュニティ・アイデンティフィケーション / チーム・アイデンティフィケーション

Outline of Final Research Achievements

A series of questionnaire survey using a stratified sampling method based on gender and age targeting spectators of the Japan national soccer team matches (a total of 15 matches) was conducted. The number of questionnaires distributed was 6,259, and the number collected was 6,209 (a collection rate of 99.2%). The survey measured Fan Community Identification (FCID) and analyzed its relationship with spectating behavior, including attendance frequency, group size of companions, duration of stadium stay, purchase behavior of licensed merchandise, subscription status to paid online broadcasts (such as DAZN), market size, team identification, intention for repeat attendance, and recommendation intention. The results suggested that improving FCID levels contributes to solving management issues.

Free Research Field

スポーツマーケティング

Academic Significance and Societal Importance of the Research Achievements

本研究成果の意義は、スポーツファンにおける人々のつながりを、ファンコミュニティ・アイデンティフィケーションという概念で、捉え、測定することにより、ファン相互のつながりが、プロスポーツの経営上の課題の解決に貢献することを示すだけでなく、これらの関係が、希薄化する現代社会における人間関係の不足を補完する可能性を明らかにした点にある。