Toward an Understanding of Sports Consumers: A Sociological Perspective

It is apparent from the number of participants and spectators of sport that it is a pervasive institution in our society. The commercial interests associated with sport further attest to its social and financial importance, A number of sociological factors are helpful for understanding the attractiveness of sport to individual consumers as well as its mass appeal to spectators. On a personal level, the attraction to sport often reflects one\u27s previous sport experiences as well as the degree of involvement in other roles. Furthermore, individual participation and spectators are likely to be consumers of sport if their sport involvement serves to reinforce their self-esteem. Sport also appeals to many people in our society because of the assumption that it contributes to the achievement of basic social values. The emphasis on the ritualistic and festive aspects of sport and the excitement they generate also contribute its mass appeal