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  • Thumbnail for How the motivation to play fantasy football affects the consumption of NFL licensed goods
    How the motivation to play fantasy football affects the consumption of NFL licensed goods by Herz, Daniel

    With the increase in technology, the average fan of the National Football League (NFL) has changed. A large factor in this change has been the emergence of fantasy sports and in particular fantasy football. Although this market has continued to grow, very little is known on how fantasy football participation affects traditional sports consumption. Thus, this paper examines how an individual’s motivation to play fantasy football affects their consumption of the NFL licensed goods. An OLS regression was used to determine the impact that two different motivations, control and competitiveness, had on consumption. Discussed are the results of the paper along with the implications of this paper for marketers of the NFL and how they can benefit from these findings.