Special Report: China’s Sports Fandom - The formation mechanism of the “sports fandom circle” in the digital media era
Fan Voices: Special Report - China’s media formation mechanism of “sports fandom circle” in the digital media era: An analysis from the perspective of fan emotional dynamic development
The rise of the “sports fandom circle” has become a significant phenomenon in the digital media era, reshaping the emotional and social dynamics of sports fan communities. This study employs grounded theory methodology to analyze web-scraped data from 40 selected accounts on major Chinese social media platforms [Weibo, Xiaohongshu, and Bilibili] over a two-year period. These accounts were identified based on their focus on celebrity athletes [e.g., Fan Zhendong, Sun Yingsha, Wang Chuqin] and their engagement in fan-specific activities such as support, fan clubs, and voting. The analysis involved open coding, axial coding, and selective coding to construct an emotional interaction model. Our findings reveal that international sports events serve as emotional catalysts, where competition, nationalism, and athlete narratives trigger fans’ emotional arousal. Digital media platforms, including spatiotemporal extension, virtualization, and selectivity, amplify these emotions, fostering proximal emotional attachment to athletes. Through symbolic interactions and digital consumption, fans transition from individual engagement to collective emotional aggregation, solidifying their sense of group identity. However, in the reproduction process, the anonymity of digital media platforms can lead to emotional polarization, intensifying conflicts among fan groups, or facilitate emotional resocialization, fostering more rational and inclusive fandom behaviors. This study provides a theoretical framework for understanding the emotional evolution of sports fandom in the digital media era and offers practical insights for managing online fan communities, mitigating conflicts, and promoting a healthier digital sports culture.
Yuan Cheng, Yin Wu / Creative Commons Attribution License, / PLOS One
The Cost of Fandom: Ally Bank Finds Sports Fans Breaking the Bank for the Love of the Game
Fan Voices - FandomIQ™ blog - The Cost of Fandom: Ally Bank Finds Sports Fans Breaking the Bank for the Love of the Game
Spending fueled by passion, not planning: 57% of sports fans admit to overspending, yet 85% report having no dedicated savings set aside for expressions of fandom
Nearly 7 in 10 fans (67%) say spending on women's sports has increased or stayed the same, with Gen Z and millennials especially viewing their women's sports fandom as a reflection of personal values.
Sports fans are spending for the love of the game in Ally Bank's newest report, The Cost of Fandom. The report reveals millennials lead the way in spending at $2,050 per year on fan related activities, compared to $1,550 for Gen Z. For many Gen Zers, the combination of high costs and low savings also means cutting back on spending in other areas, such as eating out less, to afford supporting their favorite teams.
Ally's findings highlight the strong emotional ROI of being a sports fan, signaling a prioritization of entertainment, community and identity over budgeting for these costs. Roughly 1 in 3 millennials (33%) and Gen Z (31%) said their sports spending makes them feel connected — underscoring the community connection among sports fans. The way men and women are spending their money to support their favorite sports teams differ, with women favoring social fandom and men leaning toward high-spend, experiential fandom.
READ MORE
The Full Report is available here
Ally Financial Inc
The 2025 Sports Playbook: How Brands Win With Fandom
Fan Voices: The 2025 Sports Playbook: How Brands Win With Fandom And Streaming - the CMO network-Forbes
As football season approaches, so too does one of the greatest annual marketing opportunities in America: sports sponsorships. For brands aiming to engage loyal, high-energy audiences, there may be no better channel than sports. From packed college stadiums to prime-time NFL slots, sports offer unique moments of community, culture, and connection.
But how can brands do more than just slap their name on a scoreboard? To understand the strategic blueprint for modern sponsorships, I spoke with Mike Proulx, Research Director at Forrester and author of Maximize the Value of Your Sports Sponsorships, along with two companion reports on case studies and activation planning tools.
Proulx opened with a bold truth: “Sports fandoms are among the most loyal and active communities that exist.” Whether it’s Alabama or Ohio State, the Kansas City Chiefs or the Eagles, sports fans show up with unmatched intensity. And yet, the sports landscape is evolving. Traditional leagues like the NFL and NCAA football remain juggernauts, but emerging formats are attracting fresh and often younger demographics. Pickleball, cricket, women’s leagues, and even combat sports like UFC and WWE are expanding the fan base and offering brands new playing fields.
FORBES
Loyal to the oil – how religion and striking it rich shape Canada’s hockey fandom
Déjà vu is a common occurrence in the world of sports, and the Edmonton Oilers are no strangers to repeat matchups. The Canadian team faced off against the New York Islanders in both 1983 and ’84 for hockey’s biggest prize, the Stanley Cup. In this year’s National Hockey League finals, the Oilers will try to avenge their Game 7 loss to the Florida Panthers in 2024.
Edmontonians who have been “loyal to the oil,” as fans say, have been waiting for redemption ever since. The Trump administration’s threats toward its northern neighbor has fueled a wave of nationalism, making even more fans eager for a Canadian team to win the Stanley Cup – which has not happened since 1993. With hopes pinned to Edmonton, the finals also brings renewed attention to some of Canada’s biggest exports: hockey and oil.
The Conversation / Cody Musselman, Judith Ellen Brunton
Different fans express their fandom in different ways - Sports and Entertainment: Key insights on fandom, betting, media, and more..
The ways we spend our free time are changing amidst generational shifts, technological innovation, and more. Read on for a closer look at Ipsos’ exclusive data on sports and entertainment.
IPOS
Fandom getting stronger in post-COVID sports world
The head oIn a recent study by Momentum, 73% of self-identified fans said their interest in sports increased over the past five years.
Sports Business Journal
The behavioural science behind sports fandom
Being a fan means being part of something bigger than yourself: being invested in history and hope; dedicating time, and energy.
Imagination
72% of women are ‘avid fans’ of at least one sport
Wasserman’s The Collective also finds that 34% of female sports fans want more brands involved in women’s sports.
Sports PRO
