PERCEIVED FAN ASSOCIATIONS WITH TEAMS: ACROSS NFL, NBA, MLB, AND MLS.

Previous research has established the significance of applying the concept of fan associations with sport teams for better team management (Gladden & Funk, 2002; Ross, James, & Vargas, 2006). However, studies of fan associations have often indicated that there are differences among fans' perceived associations with teams across different sports (Bauer, Stokburger-Sauer, & Exler, 2008; Biscaia et al., 2016). Likewise, grounded in social identity theory, the current study examined potential similarities/differences in fan association types across four spectator sports (i.e., basketball, baseball, football, and soccer). Using a sample of 990 spectators who claimed to be a fan of major league teams (i.e., NBA, MLB, NFL, and MLS), this study conducted a multivariate analysis of variance (MANOVA) to explore between- and within-subject effects. Briefly, the results revealed across-sports variation as well as non-variation in fan's perceived association types as discussed in the text. [ABSTRACT FROM AUTHOR]