The Value of the Call: An Examination of MLB Broadcasters as Points of Fan Attachment

This study investigates the relationships between fans' perceptions of the credibility and demographic fit of local sport broadcasters and their corresponding attachment to the broadcasters, along with their identification and loyalty to the team. A sample of 288 Major Teague Baseball (MTB) fans from the United States and Canada were recruited via Twitter and Facebook fan pages and surveyed to answer questions about their fan-dom, favorite team, and organization's broadcasters. The perceived demographic fit with the locale of an MTB broadcast team was found to be significantly related to fans' attachment to the broadcast team, which then significantly predicted identification and team loyalty. Given the vast focus on television ratings and network contracts, knowing the value that a broadcast team possesses toward cultivating team identification and long-term support has considerable merit.