NFL fans' identity and consumption behavior by gender.

Purpose: The purpose of this qualitative research study was to explore male and female sports fandom through examining the prototype of a loyal National Football League (NFL) fan. Design/methodology/approach: Eighteen in-depth interviews were conducted with male and female participants who self-identified as NFL fans from the Midwest and Northeast regions of the US. Data were analyzed using open coding. Findings: Both female and male participants identified three common criteria for being a prototypical NFL fan: loyalty, knowledge and wearing of team apparel. The findings also demonstrated gender differences in both how a fan identifies a prototypical fan and how that dictates fan identity, attitudes and behavior. Additionally, prototypical fandom might need to be defined differently for males and females. Originality/value: This study contributes to the literature by exploring the perspectives of both genders of NFL fans and by providing a more balanced perspective of how males and females define prototypical fans and how each gender perceives the fan behavior of the opposite sex. [ABSTRACT FROM AUTHOR]