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Managing co-creation in professional sports: The antecedents and consequences of ritualized spectator behavior

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  • McDonald, Heath
  • Karg, Adam J.

Abstract

Ritual behaviors connected to sporting events and teams are a commonplace example of ‘co-creation’. While largely positive, some of these ritual behaviors can be against team and public interests. This raises the issue of if, and how, teams should seek to manage rituals. This paper reports on two studies of sports fans undertaken to examine: (a) how widespread ritual behavior is; (b) how rituals form and why; and (c) the relationship between engagement in ritual behavior and other desirable attitudes and behaviors. The main findings are that ritualized behaviors are very common, largely fan-developed, and can form very quickly. A positive relationship was found to exist between ritual behavior and outcomes such as satisfaction, team identification, merchandize expenditure and game attendance. Longitudinal tracking of individual fans suggests that ritual behaviors drive those outcomes, rather than the inverse.

Suggested Citation

  • McDonald, Heath & Karg, Adam J., 2014. "Managing co-creation in professional sports: The antecedents and consequences of ritualized spectator behavior," Sport Management Review, Elsevier, vol. 17(3), pages 292-309.
    • Handle: RePEc:eee:spomar:v:17:y:2014:i:3:p:292-309
    DOI: 10.1016/j.smr.2013.07.004
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    References listed on IDEAS

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    3. Daniel Adrian Gârdan & Iuliana Petronela Gârdan & Mihai Andronie & Ionel Dumitru, 2020. "Sport Events Customers’ Behavior in the Light of Hedonic Consumption," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(3), pages 1-26, September.
    4. Mohsen Behnam & Geoff Dickson & Vahid Delshab & Anna Gerke & Parvaneh Savari Nikou, 2023. "The moderating effect of fan engagement on the relationship between fan knowledge and fan co-creation in social media," Post-Print hal-03969039, HAL.
    5. Dwyer, Brendan & Slavich, Mark A. & Gellock, Jennifer L., 2018. "A fan’s search for meaning: Testing the dimensionality of sport fan superstition," Sport Management Review, Elsevier, vol. 21(5), pages 533-548.
    6. Brian S. Gordon & Masayuki Yoshida & Makoto Nakazawa & Jordan Bass, 2021. "The Role of Pride Feelings in the Team and Fan Community Identification Processes: An Empirical Examination in Professional Sport," Corporate Reputation Review, Palgrave Macmillan, vol. 24(2), pages 76-94, May.
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    8. Moital, Miguel & Bain, Amy & Thomas, Harriet, 2019. "Summary of cognitive, affective, and behavioural outcomes of consuming prestigious sports events," Sport Management Review, Elsevier, vol. 22(5), pages 652-666.

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