Purpose

The purpose of this paper was (1) to examine the underexplored intersection of sports betting and favorite team loyalty, and (2) to assess differences in gambling behavior among sport bettors by varying levels of team loyalty.

Design/methodology/approach

A total of 1,555 National Football League (NFL) bettors and non-betting NFL fans were surveyed to assess media consumption across a mix of team loyalty attitudes and betting behaviors.

Findings

Statistically significant differences were found between four types of NFL fans (casual, team loyalty-dominant, betting-dominant and hybrid) as it relates to media consumption in various forms. Most notably, the results suggested symbiosis between the activities.

Research limitations/implications

The symbiosis finding, though preliminary, suggests the activity provides an additional platform for consumers to connect with spectator sport. Furthermore, the act of betting, like participation in fantasy sports, appears to spur consumption of the NFL product generally. The study, however, was limited to NFL fans, did not specify the method for sports betting, nor the intensity of gambling.

Practical implications

Teams should not worry that betting detracts from fan engagement with the team product. Also, leagues and media providers should continue to highlight betting content as participants consume at higher rates than non-participating sports fans.

Social implications

Team fandom may potentially moderate problem behavior among bettors. The betting results indicate being a loyal team fan lowers one’s gambling spend per month and largest bet compared to non-loyal bettors. However, the hybrid fan showed significantly higher media consumption levels.

Originality/value

Sports fans have more opportunities to interact and engage with their favorite games than ever before. However, consumers have limited amounts of time and money, and this study is one of the first to examine differences in fan interests and behaviors related to sport betting and team loyalty and the resulting viewership and consumption behavior.

中文翻译：

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粉丝冲突还是互补？探索体育博彩与球队忠诚度的交叉点

 目的

本文的目的是（1）研究体育博彩和最喜欢的球队忠诚度之间尚未充分探索的交叉点，以及（2）通过不同水平的球队忠诚度来评估体育博彩玩家之间赌博行为的差异。

设计/方法论/途径

共有 1,555 名国家橄榄球联盟 (NFL) 投注者和非投注 NFL 球迷接受了调查，以评估球队忠诚度态度和投注行为的媒体消费。

 发现

四种类型的 NFL 球迷（休闲球迷、球队忠诚度主导型、博彩主导型和混合型）之间存在统计上的显着差异，因为这与各种形式的媒体消费有关。最值得注意的是，结果表明这些活动之间存在共生关系。

研究局限性/影响

这一共生发现虽然是初步的，但表明该活动为消费者提供了一个与观赏性体育联系的额外平台。此外，博彩行为（例如参与梦幻体育赛事）似乎总体上刺激了 NFL 产品的消费。不过，这项研究仅限于 NFL 球迷，没有具体说明体育博彩的方法，也没有具体说明赌博的强度。

 实际影响

球队不应该担心投注会降低球迷对球队产品的参与度。此外，联盟和媒体提供商应继续强调投注内容，因为参与者的消费率高于不参与的体育迷。

 社会影响

球队球迷可能会缓和博彩玩家中的问题行为。投注结果表明，与非忠诚的投注者相比，忠诚的球队球迷会降低每月的赌博支出和最大赌注。然而，混合风扇的介质消耗水平明显更高。

 原创性/价值

体育迷比以往有更多的机会与他们喜爱的比赛进行互动和参与。然而，消费者的时间和金钱有限，这项研究是第一个研究与体育博彩和球队忠诚度相关的球迷兴趣和行为差异以及由此产生的收视率和消费行为的研究之一。