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Brendan Dwyer, Joshua M. Lupinek and Rebecca M. Achen

Women represent the fastest growing demographic for the fantasy sports industry, making up approximately 38% of fantasy football participants. To help understand this growth, this study was an attempt to explore why women play fantasy football. Themes and statements derived from qualitative data collected through open-ended survey responses and face-to-face interviews were tested on two samples of female fantasy football participants. In all, 450 unique individuals were studied, and five distinct motive factors were uncovered: Challenge, Enjoy, Enhance, Socialize, and Connect. The first three dimensions mirror the motives of male participants, and the other two are unique to women. While the factors were correlated, the results provide evidence that the factors impact different outcomes associated with the activity.