The Pursuit of Sustainability: Examining the Motivational Consumption Preferences of Online Consumers of Nonrevenue Sport Teams

in International Journal of Sport Communication
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  • 1 University of North Carolina—Chapel Hill, USA
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Over the past few decades, college sport in the United States has increasingly adopted a commercial institutional logic when engaging in an athletics “arms race.” With decisions by some athletic directors to eliminate certain nonrevenue Olympic sport programs for spending reallocation, it stands to reason that programs such as men’s wrestling will need to enhance their revenue streams to remain viable in future years. The purpose of the study was to investigate the motivational preferences of online wrestling consumers (N = 451) to provide a core foundation for the development of strategies to enhance interest in the college-wrestling product. In addition to illustrating that online consumers responded most favorably to the sport-related wrestling motives, the data also supported the notion that the motivational preferences of consumers varied when focusing on the demographic information of participants.

The authors are with the Dept. of Exercise and Sport Sciences, University of North Carolina—Chapel Hill.

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