Sports consumer behavior: connections with 3X3 Basketball

Abstract

The development of modern sports is closely linked to capitalist culture and consumption. Globalization has propelled the sports industry, which has become part of the entertainment industry, encompassing a wide range of products and services related to sports, including sporting events. Consumption in sports is not only related to the purchase of products and services but also to engagement and the use of these services. For newly formalized sports, this aspect is even more important, as is the case with 3x3 Basketball. The International Basketball Federation (FIBA) began to systematize and internationally organize 3x3 Basketball starting in 2010, recognizing its growing importance and popularity, culminating in its inclusion in the Olympic Games in 2021. Sporting events play a significant role in promoting and developing cities and regions, impacting culture, economy, health, and local sports participation. In addition to entertainment, events offer business opportunities for partner companies and sponsors. With the development of new media, sports organizations need to adjust their communication and promotion methods to reach their potential consumer audience, and the study of consumer behavior in sports is crucial to identify the reasons for their engagement. In the literature, it can be considered a consensus among theorists and researchers that there is a relationship between motives and the decision to participate in sports (attitudes and intentions), but the influence of motives on the frequency of consumers attending sports events is still debated. The objective of this research was to describe the profile and understand the connections of consumers with the 3x3 Basketball discipline. An exploratory and descriptive research approach was conducted, using both quantitative and qualitative methods, applying a questionnaire on the demographic profile and the consumer's connection to events of the discipline, according to connectors identified by Rein et al. (2008). The results indicate a majority of male consumers up to 34 years old, who are athletes/practitioners and spectators. The identified Fundamental, Social Communication, and Search connectors demonstrate, among other things, the relevance of social networks and demands for entertainment-oriented actions at events. Possible limitations regarding the sample and data collection are pointed out. It is concluded that the findings have relevant theoretical implications regarding the application of the studied connector model and practices for the management and marketing of events in the discipline. It is suggested that future studies delve into the topic by applying it to other events in the discipline and to other newly implemented sports disciplines in international events.