US Women's Sport Consumption and Self-Identified Fandom: An Exploration of Social Structural and Sociocultural Antecedents

In this study, using data from the National Sports and Society Survey (N = 2853), we examine U.S. women's reports of their sport consumption and self-identified sport fandom. Multiple regression analyses are used to assess associations between social structural and sociocultural antecedents of consumption and women's frequencies of watching and following sport, frequencies of attending live sport events, and the amount of money that they spend to watch and follow sport. We then investigate the relationships between women's sport consumption behaviors and their fandom. We find that women are common consumers of sport and their consumption is positively associated with their socioeconomic statuses, number of children, social relationships, sport participation experiences, and sport-related identities. We also find evidence that women's sport consumption behaviors are only modestly associated with their levels of fandom. We conclude with reflections on what these results mean for better understanding and supporting women's sport consumption and fandom.