File: A FOX Sports camera is seen prior to a college football game between the Penn State Nittany Lions and Michigan Wolverines on October 15, 2022 at Michigan Stadium in Ann Arbor, Michigan. (Photo by Joe Robbins/Icon Sportswire via Getty Images)
NEW YORK - FOX Sports and Harvard are announcing a new research initiative to study the power of sports fandom.
FOX will be funding the creation of the Fandom and Social Connection Initiative at Harvard Kennedy School’s Shorenstein Center on Media, Politics, and Public Policy.
What is fandom?
Fandom is simply being a fan of something – often sports – and the community bonds that come along with that.
By the numbers:
Research shows that nearly 90% of Americans identify as fans of a sport or a specific team. Among those, 46% describe themselves as "obsessed" or highly engaged with their favorite sports.
Fandom is a primary driver of social connection for nearly one-third of Americans and shared viewing can lead to emotional and even physiological synchronization across communities.
Big picture view:
Live games and shared viewing experiences provide natural opportunities to gather, while fandom offers an easy and universal way to start conversations.
The rhythm of a sports season fosters ongoing interaction, helping relationships grow over time while reducing barriers like social anxiety.
"Sports fandom is one of the most powerful forces in American life, and yet it is deeply understudied," said Todd Rogers, Weatherhead Professor of Public Policy at Harvard Kennedy School. "This initiative will change that."
File: St. John's fans cheer on their team against Nebraska during an NCAA basketball game at Carnesecca Arena on November 16, 2017 in the Queens borough of New York City. (Photo by Steven Ryan/Getty Images)
The Fandom and Social Connection Initiative
The three-year research initiative will advance the science of fandom by exploring how fan communities – especially in sports – help maintain and strengthen social bonds. The work will examine fandom’s role in fostering connection, improving well-being, and creating shared experiences, while identifying ways to amplify its positive social impact.
Dig deeper:
According to FOX, the research will focus on two core objectives:
- Elevating fandom as a vital social good
- Identifying interventions that deepen engagement among existing fans while welcoming new and more diverse audiences
What they're saying:
"Our goal is to understand fandom scientifically: what makes it so meaningful to so many people, how it builds and sustains relationships, and how we can expand and amplify its benefits," said Rogers.
"Fandom facilitates human connection, galvanizes relationships, and enhances well-being," added Ben Valenta, executive vice president of strategy & analytics for FOX Sports. "Through this initiative, FOX is deepening its commitment to understanding fandom as a social catalyst and cultural force – and to identifying new ways to strengthen, grow, and expand fan communities in meaningful and inclusive ways."
The Source: Information in this story came from FOX, which also owns this station.