For the first time in the 10-year history of SGMA’s Annual Sports & Fitness Participation Study, the organization plans to include new questions to explore fandom for the many sports and related activities that affect sports participation habits.
In order to accurately reflect this data, the SGMA has opted to be consistent with the other consumer studies that ask a fandom question as part of its annual measurements. As part of this inaugural effort, the study will examine fandom for 20 different sports and activities. The sports included are college baseball, college basketball, college football, Major League Baseball, Major League Soccer, international soccer, men’s tennis, women’s tennis, NASCAR, National Basketball Association, Women’s National Basketball Association, National Football League, National Hockey League, Olympic Games (Summer), Olympic Games (Winter), PGA Tour, LPGA Tour, Ultimate Fighting Championship, WWE, and the X-Games.
In addition to the fandom questions, there is also a question that looks at licensed merchandise sales for both professional and college sports.
“There is no question that fandom” is one of the many reasons why someone decides to play or participate in a particular sport or activity,” said Keith Storey, vice president of SGMA Research. “Our desire is to capture this data in order to help the users of SGMA’s Sports & Fitness Participation Study gain a strategic advantage by gaining a great understanding of influences and motivations.”
