ThinkNow MLB Multicultural Fandom Report

  • Purpose of the study was to identify what drives MLB fandom (through fms-r) for the multicultural population.
Report Abstract

To understand what drives Major League Baseball fandom among U.S. Hispanics and Multicultural Americans, ThinkNow Research tested multicultural fan attitudes against a Fandom Motivation Scale. The FMS tests 21 fandom drivers in five dimensions including:

  • Quality of Game
  • Social
  • Escape
  • Boredom Avoidance
  • Sports Atmosphere