Sport scandal and fan response: the importance of ambi-fans

Research question: Using theory around social identity complexity, we introduce and examine the unique effects of exposure to sport scandal on ambi-fans–those individuals who simultaneously follow and support two or more teams in one sport including teams that are potential rivals–relative to fans of the scandalized team alone (ingroup), or fans of its direct rival alone (outgroup). Research methods: Three online experimental studies (n = 141, 136, 312, respectively) examine differential ingroup/outgroup fan and ambi-fan response to sport scandals across match-fixing and sex scandal (illegal and legal) scenarios. Results and findings: Results highlight the complexity of fan response to sport scandals. While ambi-fans supported the scandalized team similarly to ingroup fans, they were less likely to denigrate ingroup perpetrators. Outgroup fans viewed both the team and perpetrator negatively. In terms of sponsor perceptions, results suggest differential fan response may be restricted to when the scandal impacts game-play. Implications: Our research significantly contributes to sport scandal literature and suggests sport teams and team sponsors should be cognizant of the importance of ambi-fans, as these individuals can be more tolerant of scandals than other fans.