Research: Sport teams instill sense of hope during pandemic
Sport fans share a special bond with their favorite teams, especially during times of crisis.
In the wake of COVID-19, sport brands that post frequent and transparent responses focused on fostering a sense of togetherness in their communities are more likely to instill feelings of hope and security in their fans, according to a new study by the University of Georgia.
The study further emphasized that the relationship between fans and sport brands is a two-way street: fans enhance sport brands’ financial and reputational health, while brands contribute to fans’ psychological well-being through various means.
“From a fan’s perspective, the relationship they share with their favorite team plays a central role in their daily lives,” said study co-author Yiran Su, an assistant professor in the Department of Kinesiology. “During the pandemic, fans have nowhere to go, so their connection with their team becomes even more pronounced. Our study really highlights the importance of fans’ emotional bond with their favorite teams.”