Sport team emotion: Conceptualization, scale development and validation

•Previous research on emotions in sport has attempted to understand how sport consumers feel during or after watching sporting events.•This study identifies key emotions associated with professional sport team brands.•The results show that the Sport Team Emotion Recall Scale (SporTERS) is composed of 24 emotions representing 7 dimensions.•The SporTERS is deemed a valid, reliable scale to measure emotions associated with professional sport team brands.The purpose of this study was to identify key emotions associated with professional sport team brands and to develop a valid, reliable scale to measure the recall of these emotions. A pool of 30 potential emotions was drawn through a content analysis, a qualitative study (n = 67), frequency analysis (n = 560), and categorization process. The identified emotions were subjected to an exploratory factor analysis (n = 260) and confirmatory factor analysis (n = 286). The emotion recall scale consists of 24 emotions representing 7 dimensions: connectedness, elation, competitiveness, surprise, anger, unhappiness, and worry. The authors offer evidence of internal consistency of the scale and convergent, discriminant, and criterion validity evidence. Theoretical and practical implications are discussed.