Brandon Mastromartino

Abstract: To the surprise of many, some recent professional sport expansion franchises have been able to cultivate strong fan communities before their team ever played a game. Teams such as the Vegas Golden Knights of the NHL and Atlanta United of MLS sold high amounts of season tickets, broke attendance records, and sustained high levels of fan interest through their first few years of existence. Notably, their strategies involved developing relationships within fan groups, or networks, to cultivate community with the team brand at the forefront. This article examines these successes through the lens of Social Network Theory and provides insights on how sport fan’s connections to other fans explain their connection to the team itself. In addition, this article offers practical solutions for sport marketers looking to replicate their success.

Keywords: Social network theory, sport fan community, sport fans, brand community.

Citation: Mastromartino, B. (2022). Instant fan community: Utilizing social network theory to understand sport fan community building. International Journal of Sport Management, 23(3), 151-160.

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