Summary
This research paper explores what drives young fans to form deep emotional connections to teams, and how this differs in geographic regions of the world, in which different fandom cultures exist. By comparing fandom and engagement across regions–specifically New York and Europe, we will explore how sports league structure affects both the nuances of fandom and the outreach strategy of sports team foundations. Additionally, this study will assess the performances and the ideologies of the sports team foundations in the world to identify the structures and engagement strategies that produce the greatest impact. By highlighting successful models and uncovering opportunities for innovation, this paper will develop certain best practices for connecting fan passion and charitable work. Through the investigation of youth sports fandom, this study will ultimately chart a path forward, and form a connection between teams and fans that creates the most possible social good. A deeper understanding of younger fans’ motivations and expectations, and more knowledge of the perspectives of sports team charitable foundations can foster more inclusive and charity oriented communities throughout the sporting world. A core contribution of this study is the development of a new theoretical lens called ritual philanthropy, defined as visible, recurring acts of charitable engagement that are intentionally embedded into the shared rituals of sports fandom, specifically amongst youth By positioning philanthropy not as separate to fandom but as essential to fan identity and ritual, sports teams and their foundations can engage their fans in charitable outreach and create more positive outcomes for their communities.
Emotional Power
The emotional power of youth sports fandom is leveraged to sustainably provide support and foster hope within communities around the world. Sports fandom is a powerful force for identity and community, especially among youth. When teams intentionally embed philanthropy into the culture of fandom, they can activate that force for deep social good. However this potential remains mostly unrealized. Teams that align their outreach with the identity of their fans, embed philanthropy into fan rituals, and create sustained, volunteering pathways for young fans to engage will be best positioned to be able to turn fandom from a personal passion into a public force.
Best Practices
Best practices revealed that the most impactful foundations build local and sustained programs, integrate charitable work visibly into the rituals of fandom, create low-barrier, entry points for fan involvement, and make use of data and fan feedback to help shape their outreach. Importantly, programs that reflect the identity and the values of their fanbases, are the ones that oftentimes forge the strongest emotional connection and the most effective engagement.
Building Trust
As the social trust in traditional institutions declines in many different parts of the world, sports teams and their foundations can end up holding unique power as trusted community actors that foster civic participation and social capital. Economically, embedding philanthropy into fan culture offers a sustainable model of creating community value: as the fanbase loyalty increases, so too does the potential for clubs to drive impact and create partnerships that serve both commercial and social goals of the teams. Politically, at a time when polarization and exclusion are rising, sports foundations that cultivate important values such as hope, belonging, and cross-cultural empathy through fandom can serve as bridges across divides.