This paper reports on an investigation of racial-ethnic congruency among professional sport teams and their local markets. The study empirically tested the relationship between racial-ethnic team-market congruence and market support. Results of the research provide some support for the relevance of team and market congruency in the marketing of professional sport. Although varying by city, by North American professional sport league, and by racial-ethnic community, the results demonstrate that consumers have noticed and used their own reflections in professional baseball teams to influence their level of team support.
Nadeau and Carvalho are with the School of Business, Nipissing University, North Bay, Ontario, Canada. Pegoraro is with the School of Sports Administration, Laurentian University, Sudbury, Ontario, Canada. Jones is with the College of Physical Activity and Sport Science, West Virginia University, Morgantown, WV. O’Reilly is with the School of Human Kinetics, University of Ottawa, Ontario, Canada.