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.
Annie Leonard, the author and host of the online film, "The Story of Stuff," presents a lecture on this expose of the hidden environmental and social costs of current systems of production and consumption. The film has generated more than seven million views in 200 countries and territories since its launch in December 2007. She has spent nearly two decades investigating and organizing on environmental health and justice issues. She is now working on a book version of the film, to be published in March 2010. Part of Notable Lectures & Performances series, Colorado College. Recorded December 3, 2009.