A gendered socialization perspective on gender differences in sport fandom

Purpose This study aims to examine how paternal socialization in sports fandom extends beyond initial exposure, shaping fan motivations and behaviors differently for males and females. Grounded in gendered socialization theory, it seeks to clarify the unique role fathers play in influencing long-term sport fan engagement patterns. Design/methodology/approach A total of 612 sports fans participated in an online survey measuring perceived paternal influence, motivations for consuming sports and fan behavior outcomes. Data were analyzed using MANOVA to assess main and interaction effects of gender and paternal influence. Findings Results indicate that paternal influence significantly affects fan motivations and behaviors, exhibiting distinct gender-specific patterns. Fathers’ influence showed stronger positive associations with certain motivations and behaviors for males, while among females, increased paternal influence correlated with decreases in some behavioral outcomes such as purchasing team-related merchandise and watching games on TV. These findings demonstrate that paternal socialization processes reinforce or constrain fan engagement differently depending on gender. Originality/value This study advances theoretical understanding by applying gendered socialization theory to paternal influence in sports fandom beyond initial exposure. Unlike previous work that emphasizes early introduction, the results highlight fathers’ ongoing role in shaping differentiated motivational and behavioral outcomes. Such insights encourage sport marketers and organizations to develop more inclusive, gender-sensitive strategies that acknowledge the pivotal, long-term influence of fathers on a fan’s lifelong journey of fandom.