Origin of fan identity

Abstract

The purpose of this research is to identify the origin of fans' identity while analyzing levels of commitment to teams. In order to measure fan commitment, the Sport Spectator Identification Scale (SSIS) (Wann, 1993) was used. Additional questions were added to the survey instrument to measure demographics and factors most crucial for identifying the origin of team commitment. After IRB approval and informed consent, surveys with missing or skipped questions were removed resulting in a sample of more than three hundred (n=346). Initial results indicate sport fan identity is a multifaceted process involving differing motivations and origins. The factors of family, regional location and uniform color scheme appear important to many fans. Recommendations are provided to sport and physical activity practitioners.