The Impact of Artistic Expression on Sports Fan Engagement

Abstract

Purpose: The aim of this study was to explore the impact of artistic expression on sports fan
engagement.
Methodology: The study adopted a desktop research methodology. Desk research refers to secondary
data or that which can be collected without fieldwork. Desk research is basically involved in collecting
data from existing resources hence it is often considered a low cost technique as compared to field
research, as the main cost is involved in executive's time, telephone charges and directories. Thus, the
study relied on already published studies, reports and statistics. This secondary data was easily
accessed through the online journals and library.
Findings: The findings revealed that there exists a contextual and methodological gap relating to the
impact of artistic expression on sports fan engagement. Preliminary empirical review revealed that
Artistic expression serves as a powerful vehicle through which fans communicate their passion,
identity, and loyalty. The studies presented have shown that exposure to and participation in artistic
expressions, such as fan art, music, and literature, contribute to increased emotional engagement, a
sense of belonging to a fan community, and a deeper connection with sports entities. Furthermore,
these artistic expressions often serve as cultural symbols, reinforcing fan identities and creating a
unique sense of belonging.
Unique Contribution to Theory, Practice and Policy: The Social Identity theory, Affective
Disposition theory and the Cultural Consumption theory may be used to anchor future studies on the
impact of artistic expression. The study recommended for fostering of fan art initiatives, integrating
artistic expressions into fan engagement strategies, collaborating with publishers, investigating in
dance and choreography, supporting online fan communities, capturing and sharing visual stories and
facilitating musical expressions among others. Incorporating these recommendations into fan
engagement strategies can create a more vibrant and emotionally connected fan base, ultimately
benefiting sports organizations and enhancing the overall fan experience.