A qualitative examination of the social manifestations of participating in fantasy sports

Abstract

As technology continues to infiltrate society, an increasing popularity of products like fantasy sports has become apparent. Fantasy sports are played yearly by millions of individuals across the world. This is a billion-dollar industry that does not appear to be slowing down anytime soon. Most scholarly attention has focused on participant’s motivation for playing fantasy sports. This qualitative study expands upon prior research on motivation. Little research has been conducted regarding the social dynamics of fantasy participation and leagues. In this research, multiple social manifestations of playing fantasy sports was uncovered. To gather a deep understanding of the overarching social dimensions of fantasy leagues, the author conducted semi-structured interviews with individuals who participate in annual leagues. The results of these interviews discovered that fantasy sports operate as a social tool to develop camaraderie between participants, keep them connected, and stimulate conversation. Additionally, both smack/bragging rights and nostalgia were significant aspects of the fantasy sport experience that subjects underscored. This study contributes to the fantasy sport literature as well as sport managers and marketers. The research is useful with such little examination done regarding fantasy sport leagues, and it compliments past research conducted on fantasy sport motivation. With research on fantasy sports in it’s infancy, this study, the first of its type, will serve those interested in learning more about the industry and its consumers.