Lamar Reams and Terry Eddy

In contrast to research examining the social-psychological aspects of how sport fans perceive rivalry games in team sports, far less is known regarding the impact rivalries have on mediated consumer demand, a marketing outcome of interest to sport researchers and practitioners. Guided by economic demand theory, the current study developed a model to empirically examine the impact of Tyler and Cobbs’ (2015) rivalry antecedents (conflict, peer, bias) on fan interest for an individual sport. The three-dimensional framework provided the foundation for the selection of thirteen rivalry-related...Read more

Nicholas M. Watanabe

Sport demand literature notes multiple sources of demand for a sport product. Two forms of direct demand come in the form of live attendance by patrons and purchases of pay-per-view (PPV) to watch sporting contest through a television set (Borland & Macdonald, 2003). That is, attendance and PPV purchases are both direct consumption of the sporting product. Recent theoretical discussion has noted the importance understanding both live attendees and television viewers of sport events in order for organizations to behave more strategically (Budzinski & Satzer, 2011). This study...Read more