Professional sports team owners and management strive to draw and retain fans by assembling a quality product in order to sell tickets and merchandise. There are numerous factors that influence how well a professional sports team draws fans: on-ice success, local economy, local sports market, demographics, to name a few. It’s crucial for teams, regardless of the external factors, to connect with fans and give them a reason to continue watching and attending events.

With the development of technology, including the rapid ascension of new interactive platforms and tools, the demand of the fans have evolved. This in turn has put the onus on sports team and leagues to adapt and accommodate to their relationship with fans. One recent study (Hyatt, C., et al, 2013) examined this new breed of fans and provided recommendations on how professional sports teams can implement new ways of drawing and retaining fans…