In August, I spent a week in Vienna, Austria. A year earlier, my family and I had secured tickets to see Taylor Swift’s Vienna stop on her hugely popular Eras Tour. Less than 24 hours before the concert, news broke that a terrorist plot against the Vienna show had been foiled and the concert had been canceled. Having looked forward to the concert for over a year, we were devastated. More seriously, we were shocked and relieved to find out we were safe.
What happened in Vienna reminded me of something that is increasingly apparent in the world we live in: fandom is both everything and nothing at the same time.
Of course, fandom is not limited to “Swifties” or the music industry. Particularly in the United States, fandom is most evident in the sports industry, where many consumers’ lives revolve around rooting for their favorite athletes and teams. Look at any autumn weekend and you’ll see millions of people spending Saturday watching college football, then diving back into the NFL on Sunday.
My years of studying sports fans have deepened my appreciation for the joy that fan activities bring. Fan activities create community, provide a sense of identity and belonging, and provide an escape from everyday stresses. Fan activities often increase life satisfaction and overall happiness. If you’re a sports fan, you can probably remember how fan activities brought you happiness.
But the fragility of fandom, and how it simultaneously means big and small, is becoming increasingly clear. Fandom enriches our lives in many ways, but it is not essential. Surveying fans during the COVID-19 pandemic, my colleagues and I found that people are aware of the lesser importance of fandom compared to their health; it is less important compared to life as a whole. While obvious to an outsider, the irrationality of fandom actually meant that it took a global pandemic for many people to realize this. Fandom can easily cloud our judgement and trick us into believing that rooting for a sports team (or a pop star) is essential to living.
And it doesn’t end with the global pandemic. Fans are beginning to realize the insignificance of being a fan in light of other issues. In 2022, some fans have chosen to put aside their national pride and boycott the FIFA Men’s World Cup in Qatar over human rights issues. Our survey of boycotting fans around the world revealed that, although extremely difficult, the symbolism of not watching one of the most important events in the sporting world, the World Cup, is more important to them than supporting an event that contradicts their values.
In addition to human rights issues, sports fans take stances on issues related to race, gender, sexuality, and climate change. In some cases, fandom aligns with these issues. For example, the Women’s National Basketball Association (WNBA) has long supported the Black Lives Matter movement, women’s rights, and LGBTQ+ inclusivity. For those who care about these issues, WNBA fandom can provide a unique synergy. Similarly, while many sports organizations struggle to incorporate environmentally sustainable practices into their operations, Forest Green Rovers Football Club in England has gone all in on the issue, leading the United Nations to recognize the club as the most environmentally sustainable sports organization in the world. As a result, the club attracts fans from around the world who love soccer and care deeply about the environment.
Unfortunately, these examples are the exception, not the rule. In many situations, fandom clashes with social issues that touch fans’ daily lives, which speaks to growing tensions for both fans and the organizations they support. As consumers seek out brands that align with their values, it becomes increasingly difficult for athletes and teams to “stick to sport” because fans (and other stakeholders) expect them to speak out on issues that matter to them. Research shows that Gen Z consumers, who make up 40% of the global consumer population, are making consumption decisions based on their values, prioritizing brands that align with their values, such as diversity and sustainability.
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Fans are as smart as ever, and seem to be fully aware that they can affect not just business bottom lines but also world problems. Some fans are willing to walk away from their favorite team and the joy it brings if it will improve their lives or the lives of others. This comes at a financial cost to the organization, but also a psychological cost to the fans.
On the day of the canceled Erastour concert, we walked the streets of Vienna with the thousands of people who had come from all over the world to see Swift. We were complete strangers, but there was a palpable sense of solidarity. Conversations focused not only on our shared interest in Swift but also on the tragedy we had averted.
That’s the fascinating aspect of fandom: fandom can be everything, but it’s nothing compared to our lives and our pressing issues.
Liz D’Elia is an associate professor in the Mark H. McCormack School of Sport Management and director of the department’s doctoral program.
