Saskatchewan Roughriders Fan Community and Newcomers

This research seeks to explore the ways fans use shared ritual performances to accumulate and mobilize symbolic capital in ways that allow them to distinguish their own loyalty from those of other fans. The implications of these rituals on growing a fan base by adding new members from different backgrounds (specifically newcomers to Canada) will also be explore. This study aims to explore the novel context of Saskatchewan Roughrider fans. An extended case study will be conducted to examine fans who engage in collective rituals to gain symbolic capital within the fan community. Observational field studies and in-depth interviews will be used to collect data. The study has practical implications for the partner organization, and theoretical implications for consumer behaviour scholarship in the areas of consumer rituals, consumer culture theory, and sports marketing.

Faculty Supervisor:

Marjorie Delbaere

Student:

Partner:

Saskatchewan Roughrider Football Club

Discipline:

Business

Sector:

Arts, entertainment and recreation

University:

University of Saskatchewan

Program: