Scott C. Ambrose and Nathan Schnitzlein

Rivalries in sports give fans a unique connection with their team, school, or favorite athlete. The game or match may also draw more attention because of geographical considerations, cultural aspects, and team disposition. Furthermore, rivalries in single-player sports expose the intimacy and personalities of the opposing competitors. Understanding rivalries, particularly in individual sports, can give marketers an upper hand in identifying areas to promote their brand. This study analyzes 11 elements of team rivalry defined by Tyler and Cobbs (2015) and applies a similar methodology for...Read more