Purchase and Lifestyle Habits of Professional Hockey Fans: An Implication of Sport Sponsorship. (Sport Management/Administration)

By Lam, Eddie T. C.; LaVine, Mary E. et al. | Research Quarterly for Exercise and Sport, March 2003 | Go to article overview

Purchase and Lifestyle Habits of Professional Hockey Fans: An Implication of Sport Sponsorship. (Sport Management/Administration)


Lam, Eddie T. C., LaVine, Mary E., Zhang, James J., Research Quarterly for Exercise and Sport


Corporations spend billions of dollars each year in sport sponsorship. However, marketing studies demonstrated that some of the money was either misdirected or wasted. Recently, researchers indicated that corporations involved in sport sponsorship failed to specify to what extent the sponsorship tied in with the overall image of the corporation and its product/service line. All this pointed out the lack of understanding of the sponsorship environment and the marketing segmentation, particularly the characteristics and preferences of sport consumers. The purpose of this study was to examine the purchase and lifestyle habits of professional hockey fans. Participants (N = 1,229) were spectators from a professional hockey season home game in a metropolitan city in the northern part of the United States. Questionnaires were distributed to the spectators who voluntary participated in the study. The results of this investigation indicated that the professional hockey game was enjoyed by both female (44%) and male (5 6%) spectators. Most of the fans (51%) attended the game had a college degree or had attended college, and had a household income between $31,000 and $75,000.

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