Mark A. Slavich, Zachary Scola

The use of nostalgia and retro marketing has become pervasive in marketing in recent years. From retail to movies, businesses are turning to the past to connect with today’s consumers. In the sport context, research has exhibited the prevalence and positive impact of such retro marketing techniques throughout sport including facility design, merchandise, and advertising. One area that has received little attention, however, is promotions. Thus, the current study placed focus on such retro promotions. Specifically, the study surveyed fans of three MLB sport organizations to examine consumer preferences for retro versus modern promotions and how these promotions impacted outcomes including nostalgia, attitudes toward the team, and behavioral intentions. Results exhibited factors contributing to fans’ preference for promotions as well as the positive impact of nostalgia, and namely, personal nostalgia. Discussion of practical and theoretical implications of this study are provided along with recommendations for future research of retro promotions.

Keywords: nostalgia, retro, marketing, promotions, events 

APA Citation: Slavich, M. A., & Scola, Z. (2026). What gets fans out to the ballpark? An examination of nostalgia and retro promotions. International Journal of Sport Management, 27(1), 86-108.

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