Abstract

The focus of this research is to understand the fandom and marketing dynamics of Division III collegiate athletics at the College of Wooster, a topic largely overlooked in existing sports marketing and fandom scholarship, which has concentrated primarily on professional and Division I contexts. The study examines how fandom, media engagement, and motivation to attend athletic events relate to one another, and how these constructs differ by role on campus (student, faculty, staff) and by athletic status (varsity athlete versus non-athlete). A cross sectional survey of 96 members of the Wooster community was conducted using a 73-item Qualtrics instrument measuring five core concepts: Wooster Fandom, Motivations to Attend, Media/Marketing Engagement, Game Notifications, and background characteristics. The statistics ran provided inside information to the ins and outs of Division III fandom. Given the financial pressures facing Division III athletic departments and the limited scholarship addressing this level of competition, it is imperative to understand what drives fan engagement at small liberal arts institutions. The findings can be harnessed to inform marketing and promotional strategies aimed at strengthening fan attendance and brand awareness in Division III athletics.

Advisor

Johnson, Michelle

Department

Communication Studies

Disciplines

Social and Behavioral Sciences

Keywords

Fandom, Fanship, Social Media

Publication Date

2026

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

Download

Share

COinS
 

© Copyright 2026 John P. Wiggins