An Investigation of Old School Values in the Arena Football League, p. 125-131

K. Damon Aiken
Richard M. Campbell
Ajay Sukhdial

Over the past decade or so, the study of oldschoolness has emerged as both a significant values dimension and an important fan segmentation dimension. This paper advances research in the study of old school values by administering the Old School Scale to fans at an Arena Football League (AFL) game. Interestingly, even in this proposed “new school” sport, AFL fans appear to hold some measure of old school values. In addition, the study uncovers noteworthy demographic differences. For instance, female AFL fans are significantly more Old School than male fans (especially in their attitudes towards winning and their sentiments in regards to professional athletes being role models). Theoretical and practical implications are discussed, as well as directions for future research.