Faculty Research: Exploring the Modern Sport Fan, Challenging Assumptions, Expanding Inclusion

Katie Sveinson, PhD, associate professor and Charles J. Dockendorff Endowed Faculty Fellow in Isenberg’s Mark H. McCormack Department of Sport Management, is redefining what it means to be a sport fan—and who gets counted in the first place.

A longtime fan of Formula 1, football, and tennis, Sveinson’s academic interest in fandom was born from her own experiences.

“There is nothing I love more than yelling at my TV on Sunday mornings watching Formula 1 or hanging on to every point when Coco Gauff is playing tennis,” says Sveinson, who is also the sport management department’s associate chair.

But her research delves deeper, beyond passion, into the complexities of fan behavior, identity, and inclusion.

“Fandom fascinates me because it’s often seen as something that brings people together, but it can also be divisive,” Sveinson explains. “I wanted to explore the ways sport fandom is varied, diverse, and complex. That tension is what drew me in.”

Her work focuses on uncovering dominant assumptions about fandom and offering fresh insights into how sport consumers experience and interpret the world around them.

Reclaiming the Narrative: Women in Sports Fandom

Much of the existing research on sports fans, Sveinson discovered early in her career, centers on men—leaving out the diverse perspectives of women and other marginalized groups.

“The more I read, the more I realized the literature didn’t reflect my own experiences as a fan,” she says. “Why weren’t more studies focusing on women or people with a range of intersecting identities?”

Sveinson’s work investigates not only how women experience sporting events but how they are targeted through marketing. Her research published in Sport Management Review challenges outdated practices like “shrink it, pink it, and bling it”—the long-standing approach to women’s fan apparel.

“Sport fans aren’t one-size-fits-all, and women are not a homogenous consumer group,” she points out. “It’s important to understand how our individual and overlapping identities—along with broader social and cultural forces—shape fan experiences. That understanding can help marketers and sport organizations create more inclusive environments and offer products that resonate with the needs and wants of different consumer groups.”

A Case Study in Consumer Backlash

One of Sveinson’s recent studies published in Journal of Sport Management, a social media analysis of reactions to U.S. Soccer’s girls’ apparel campaign, illustrates the power of language and branding.

“We looked at how people responded to stereotypically feminized merchandise,” she says. “Ninety-nine percent of the comments were critical.”

Through a close examination of vocabulary, connotations, and sentiment, Sveinson identified a deeper narrative in the backlash: The clothing wasn’t just seen as uninspired; it symbolized outdated values.

“Consumers saw these items as material manifestations of organizational values, and they interpreted U.S. Soccer’s approach as a transgression—one that didn’t align with their values,” she explains. “It’s a reminder that fan apparel communicates more than just team loyalty. It can—and should—reflect consumers’ identities and beliefs. When it doesn’t, it risks alienating the very people brands are trying to reach.”

Bridging Research and Real-World Learning

In the classroom, Sveinson brings these findings to life for her students in Isenberg’s sport marketing courses.

“We talk a lot about the importance of understanding and authentically connecting with fans,” she says. “I use my findings to show students that relying on outdated or stereotypical marketing strategies frequently misses the mark.”

Students apply their insights to real-world projects in partnership with UMass Athletics, designing marketing strategies tailored to diverse audiences.

“It’s a blend of theory and practice that prepares students to make an immediate impact,” says Sveinson.

The “Taylor Swift Effect” and What It Means for the NFL

Sveinson’s 2024 opinion column in the Daily Hampshire Gazette captured attention for its take on Taylor Swift’s influence on NFL fandom. While Swift’s presence at Kansas City Chiefs games brought more women and girls into the fold, it also sparked backlash.

“These new fans shouldn’t be viewed as a threat to existing fans, nor should their fandom be questioned because of the way it originated,” Sveinson argues. “The exclusionary and gatekeeping reactions need to be countered by a welcoming approach by the NFL. Data shows that approximately 45 percent of NFL fans are women, and the league has been trying for years to connect more meaningfully with them.

“This is an opportunity for the NFL,” she adds. “Taylor Swift helped to further develop this audience, along with new fans that the NFL may not have been able to reach on their own. So, the real question now is: How will the NFL build on that momentum? If it doesn’t, that spark of interest could fade just as quickly as it started.”

Through her scholarship and teaching, Sveinson helps to transform sport marketing by amplifying underrepresented voices and challenging the status quo. As fan identities and experiences continue to intersect, her research offers a call to action for brands, organizations, and students: Inclusion isn’t just good practice; it’s the future of fandom.