Sport Fandom and Physical Health Orientation: the Roles of Group Norms and Team Identification

The purpose of this study is to examine the interrelationships between group norms related to sport fandom, team identification, and fans' physical health orientations. We conceptualize physical health orientations as an aggregate construct comprising health consciousness, health behavior, and self-rated physical health. Drawing on the social identity approach to health and well-being, this study highlights how two types of group norms related to fandom - shared drinking norms and health norms within fanbases - are associated with such orientations and how team identification moderates these associations. To this end, we surveyed frequent sport consumers (n = 1,471) from the United States and United Kingdom, and analyzed data via structural equation modeling. The results showed fanbase drinking norms were negatively related to fanbase health norms, which were in turn positively associated with fans' health consciousness and health behavior. Although fanbase health norms were not directly related to fans' self-rated physical health, team identification strengthened their positive association with self-rated physical health, as well as with health consciousness. The present study's findings advance theoretical understanding of the mechanisms through which group norms and team identification are linked with fans' physical health orientations. Additionally, we outline actionable strategies for sport managers - such as health-oriented branding and fan experiences that encourage healthier consumption and movement - to foster health-positive outcomes among fans.