| Fantasy sport participation is a highly-lucrative online activity that has witnessed unprecedented growth in the last fifteen years. As a result, the hobby and its participants have become an integral component of the sport industry. However, a more complete understanding of the unique attitudes and behaviors of fantasy sport participants is required to aid sport marketers in the packaging and delivering of spectator sport.;Due to this intriguing circumstance, the purpose of this study was to examine the relationship between fantasy sport participation and intentions to watch televised National Football League (NFL) games. In addition, given the varying levels of fantasy participation, this study also examined the moderating effect of fantasy football involvement. Lastly, given the unique nature of the activity, this study also investigated the relationship between fantasy football involvement and traditional NFL fan loyalty.;Data collection for this quantitative study took place in November of 2009. Following Dillman's web-based survey protocol, 1,600 fantasy football participants were solicited to complete a 37-item instrument. A total of 325 participants completed the survey, resulting in a response rate of 21.5%.;To determine relationship between fantasy football participation, involvement level, and intentions to watch televised NFL games, a two-way mixed design ANOVA was interpreted. The results indicated significant differences between who is playing the game, involvement level, and viewership intentions. An independent samples t test was employed to examine the relationship between fantasy football involvement and fan loyalty, and a positive relationship was determined. Lastly, a logistic regression was conducted to predict differing levels (high & low) of fantasy football involvement. A significant model for predicting fantasy involvement level was established.;In conclusion, it appears fantasy football participation is a positive activity that promotes consumption of the NFL, its teams, and its corporate partners. The results suggest participation duplicates the unique attitude-behavior relationship within spectator sport and results in increased sport consumption of televised sport products including several NFL teams and ESPN's Monday Night Football. However, individual predictor variables for fantasy football involvement raised intriguing questions about the theoretical relationship between the attitudinal and behavioral dimensions of fan loyalty. |
