The path to game-day attendance runs through sports fan rituals

Sports, as a service sector, generates billions of dollars not solely through attendance but the sale merchandise, which forms part sports fan’s rituals. This study uses sample 651 attendees at an Australian Football League game to explore ritual behavior, define game-day rituals observed, and design scale measure fan in order investigate series positive relationships, including commitment personal social rituals, behavioral loyalty (game-day attendance). The findings support previous research that has found significant relationship between vicarious achievement, association, commitment, extends by finding loyalty. For academic researchers, are important establish role consumption while opening future opportunities other product categories. marketers, results indicate importance developing facilitating tied attendance, with view generating uncommon