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Rivalry in Sport
Understanding Fan
Behavior and
Organizations
Cody T. Havard
Rivalry in Sport
Cody T. Havard
Rivalry in Sport
Understanding Fan Behavior and Organizations
Cody T. Havard
Bureau of Sport and Leisure Commerce
Kemmons Wilson School
The University of Memphis
Memphis, TN, USA
© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer
Nature Switzerland AG 2020
This work is subject to copyright. All rights are solely and exclusively licensed by the
Publisher, whether the whole or part of the material is concerned, specifically the rights
of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on
microfilms or in any other physical way, and transmission or information storage and
retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology
now known or hereafter developed.
The use of general descriptive names, registered names, trademarks, service marks, etc.
in this publication does not imply, even in the absence of a specific statement, that such
names are exempt from the relevant protective laws and regulations and therefore free for
general use.
The publisher, the authors and the editors are safe to assume that the advice and informa-
tion in this book are believed to be true and accurate at the date of publication. Neither
the publisher nor the authors or the editors give a warranty, express or implied, with
respect to the material contained herein or for any errors or omissions that may have been
made. The publisher remains neutral with regard to jurisdictional claims in published maps
and institutional affiliations.
This Palgrave Macmillan imprint is published by the registered company Springer Nature
Switzerland AG
The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
To my family, Kristin, Harrison, Lincoln, and Begley. Keep working,
dreaming, and singing. Never lose your imagination!
Preface
Sport holds a special place in society, and competition and rivalry are
important facets of sport. In my research on rivalry, I have been fortu-
nate enough to observe fan behavior through interviews and quanti-
tative investigation. Through these ventures, I have made five primary
observations.
First, fan and group behavior is a fascinating area of inquiry, as Daniel
Wann, Ph.D., once told me, if 100 people were asked why they consume
sport, you would get 100 different answers. The study of fandom and
rivalry has been an interesting and worthwhile area of investigation for
me, and I hope to share my passion with others and encourage others to
inquire in this area through this book.
Second, the investigation into rivalry and what it means to fans and
group members is relatively new, with most of the work in the area
being published over the last decade. This means that more researchers
are needed to investigate and better understand the phenomenon. This
book was written to try and help researchers, academics, and practitioners
wanting to engage in this line of inquiry.
Third, it is important that valid and reliable measures are presented
to assist those researching and investigating rivalry and its influence on
sport fans and group members. This book discusses several instruments
that have been used to measure fandom and rivalry.
Fourth, scientific investigation is a never-ending pursuit, and the search
for information and answers is many times more enjoyable than containing
vii
viii PREFACE
There are many people that I would like to thank for their help on this and
other projects and for their collaboration and support in my career and
life. I would like to start with my chapter co-authors and collaborators in
this text, Timothy Ryan, Michael Hutchinson, Sklyar Workman, Megan
Lomenick, Bethany Holland, and Yash Padhye. The help of these individ-
uals has greatly enhanced the project. My colleagues at the University of
Memphis who did not contribute to this book, namely Brennan Berg and
Rhema Fuller, have always been a sounding board for ideas, discussions,
and collaboration. I would also like to thank Radesh Palakurthi, Dean of
the Kemmons Wilson School at the University of Memphis for being a
constant source of support and always being open to hearing my latest
ideas.
I would like to thank colleagues Daniel Wann, Rick Grieve, Julie
Partridge, and Ryan Zapolac for always lending their expertise in areas of
fandom studies, their experiences in the academy, and their friendship. I
would like to thank Dianna Gray and Linda Sharp for guiding me through
my doctoral studies and providing support throughout my career. Thank
you! Taking a class from Megan Babkes-Stellino as a doctoral student was
instrumental in shaping my view of how the research I conduct impacts a
larger audience, and how sport influences society on a larger level. Guid-
ance from David Stotlar helped my research and career along the way,
and for that I thank you. I want to thank colleagues Lamar Reams, Terry
ix
x ACKNOWLEDGMENTS
Eddy, Brendan Dwyer, and Stephen Shapiro for their support and collab-
oration. I also want to thank Yuhei Inoue for his help on and guidance
throughout my career.
Family is a constant source of enjoyment and adventure for me, and
I want to sincerely thank my mother Adella Havard, my sister Amy
Havard and her family Dimitri (Meech), Edie, Simon, and Lola Vigushin,
and Edith “Granny” Lambeth (posthumously), Clara “Mimi” Havard
(posthumously), and Tommy Havard (posthumously). Finally, I want to
thank my rock and foundation, my wife Kristin, our two boys Harrison
and Lincoln, and our brave companion Begely for keeping my days fun,
busy, and always fulfilling. Thank you and I love you all!
Thank you all for your support, collaboration, and inspiration!
1 Introduction 1
Cody T. Havard
Chapters and Topics 3
How to Use This Book 4
Students 4
Researchers 5
Practitioners 6
References 6
xi
xii CONTENTS
7 Conclusion 115
Cody T. Havard
Measures 116
Resources for Information 117
Future Directions of Research on Rivalry 117
References 119
Index 121
List of Contributors
xv
Abbreviations
xvii
List of Tables
xix
CHAPTER 1
Introduction
Cody T. Havard
Sport in our society takes on many important roles. For people choosing
to play, it enables people to participate in physically active competitions,
even elevating a select few to heights which benefit them financially.
Further, sport practitioners frequently like to communicate the many
positive outcomes associated with sport participation, such as learning to
face adversity, play within a team setting (even for some playing sports
such as tennis and golf), and learn important lessons about preparation
and critical thinking (Coakley, 2009).1
For people that consume sport, sport fans, following a sport and team,
present both positive and negative outcomes. For example, following a
team can help people socialize and acclimate to their environments (Wann
& Robinson, 2002). Additionally, identifying with a sport team can alle-
viate feelings of loneliness or depression (Branscombe & Wann, 1991).
Placing oneself into an identified group based on what that member-
ship communicates about an individual is known as social identity theory
(Tajfel, 1978). Typically, individuals chose to associate with groups in
which they currently or desire to share characteristics. For example, in
sport, if someone sees themselves as hardworking, they may choose a
team that exemplifies a blue collar ethic such as the Pittsburgh Steelers
or Nebraska Cornhuskers (Aden, 2008).
Sport is also a consumer product that many people in society enjoy.
Sport is consumed through attendance, participation, watching on tele-
vision or the Internet, reading content, and wearing and purchasing
merchandise of favorite teams, leagues, and sports. An important part
of the consumer product that is sport is the competition between players
and fans (Kilduff, Elfenbein, & Staw, 2010), and how such competition
impacts fans. For instance, the competition between players and teams
allows supporters of those entities to vicariously compare with others.
This comparison is the crux of rivalry within the sport context. As such,
rivalry influences many aspects of sport and the consumer product known
as spectator sport. This book focuses on the rivalry phenomenon in the
sport setting and offers readers with key findings and tools to help further
understand how the simple identification with a sport team influences the
disparate way groups and individual perceive and treat others. The rest of
the introductory chapter provides brief descriptions of the chapters and
topics covered throughout the rest of the book. Further, this introduc-
tion also informs readers of issues such as the various stakeholders that
could utilize the information in this text along with the best ways to use
this text.
1 Conversely, some academics have argued that sport may not present the types of
positive outcomes, or to the degree advertised by practitioners (Merkel, 2013).
1 INTRODUCTION 3
Students
The text provides students in fields such as sport management,
psychology, sociology, marketing, general management, and education
with information about what causes group members to view others
differently. The book really tells a story that should help students in
various areas better understand how rivalry is formed, and how it influ-
ences group member perceptions and behaviors. For example, a student
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South Dakota No. 8 1.
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Zahlbruckner’s Violette Damascene.
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Die kleine Zwergpflaume 1. Prune nain 1.
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Zwetsche Professor Wittmack. Species? 1. Mathieu Nom. Pom.
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Grosse Blaue Zwetsche Von der Worms 1, 2. Quetsche Grosse
Blaue de la Worms 1, 2.
Tree vigorous, productive; fruit large, oval, bluish-black; flesh
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1892-1904.
Prince, Treat. Hort.
A Short Treatise on Horticulture. By William Prince. New
York: 1828.
Prince, Pom. Man.
The Pomological Manual, or a Treatise on Fruits. By
William Robert Prince, aided by William Prince.
Second edition. Parts I and II. New York: 1832.
Quintinye, Com. Gard.
The Complete Gard’ner; or Directions for Cultivating
and Right Ordering of Fruit Gardens and Kitchen
Gardens. By Monsieur De la Quintinye. Second
edition. London: 1699.
Ray, Hist. Plant.
Historia Plantarum. By John Ray. London: 1688.
Rea, Flora
Flora: Seu, De Florum Cultura; or A Complete Florilege.
By John Rea, Gent. London: 1676.
Rec. Hort.
Woodward’s Record of Horticulture. Edited by A. S.
Fuller. (An annual.) New York: 1866-1868.
Rev. Hort.
Revue Horticole. Paris: 1829 to date.
Rural N. Y.
Rural New Yorker. Rochester and New York: 1850 to
date.
Soc. Nat. Hort. France Pom.
Société Nationale d’Horticulture de France. Section
Pomologique. Les Meilleurs Fruits au début du
XXe Siècle. Paris: 1904.
Sou. Cult.
Southern Cultivator. Augusta, Ga.: 1843.
Thomas, Am. Fruit Cult.
American Fruit Culturist. By John J. Thomas. First
edition, Geneva and Auburn, N. Y.: 1846. Edition
of 1849, Auburn, N. Y. Edition of 1867, 1875-
1885, New York. Twentieth edition, revised and
enlarged by William H. S. Wood. New York:
1897.
Thompson, Gard. Ass’t
The Gardener’s Assistant. By Robert Thompson. Two
volumes. London: 1859. Same, revised by
William Watson. Six volumes. London: 1901.
Traité Prat. Sech. Fruits
Traité Pratique du Séchage des Fruits et des Légumes.
Par J. Nanot et L. Tritschler. Paris: 1893.
U. S. D. A. Rpt.
Reports of the United States Department of Agriculture:
1862 to 1894.
U. S. D. A. Yearbook
Reports of the United States Department of Agriculture:
1894 to date.
U. S. Pat. Off. Rpt.
Reports of the Agricultural section of the United States
Patent Office: 1837 to 1861.
Waugh, Plum Cult.
Plums and Plum Culture. By F. A. Waugh. New York:
1901.
Wickson, Cal. Fruits
California Fruits. By Edward J. Wickson. Second
Edition. San Francisco: 1891. Same, Fourth
edition. Los Angeles: 1909.
Willich, Dom. Enc.
Domestic Encyclopedia or a Dictionary of Facts, etc. By
A. F. M. Willich. First American edition with
additions by James Mease. In five volumes. Vol.
4, Philadelphia: 1803.
INDEX.
(Names of varieties in this index, if accepted names, appear in
Roman type; if synonyms, in italics.)