Factors motivating sports broadcast viewership with fan identification as a mediator

In this study we examined the relationships among viewing motivation, fan identification, and viewing behavior of worldwide top sports television broadcasts. The result of an empirical test of 800 viewers of baseball games indicated that entertainment, self-esteem, and eustress (positive levels of stress) positively affected fan identification, which in turn positively affected viewing behavior. None of the motivational factors examined had a significant relationship with viewing behavior, which confirmed the importance of fan identification as a mediator. Of the 6 gratification types, the Expansive and Ingroup gratification groups (64% of participants), responded strongly on entertainment, eustress, and representation. Viewers’ most motivating factors were entertainment and excitement, and supporting sportspeople from their own country.