Date of Conferral

12-30-2025

Date of Award

December 2025

Degree

Doctor of Public Administration (D.P.A)

School

Management

Advisor

Elisabeth Musil

Abstract

Fluid fandom, characterized by consumers’ shifting allegiances across players, teams, and organizations, has become increasingly prevalent within the U.S. sports marketplace. Many U.S. sports marketing managers lack clearly defined, evidence-based strategies for effectively engaging fluid fans, creating uncertainty around how to maintain brand loyalty, competitive positioning, and long-term organizational viability. Grounded in Stryker’s identity theory, the purpose of this qualitative pragmatic inquiry was to explore the strategies U.S. sports marketing managers use to engage and maximize a fluid fan base. A purposeful sampling of six sports marketing professionals from U.S.-based organizations was selected, with each participant required to have a minimum of five years of experience in fan engagement and digital marketing strategy. Data were collected through semistructured interviews and supporting public documentation, then analyzed using Braun and Clarke’s thematic analysis method. Three themes emerged: grounding fluid fandom in regional identity, leveraging player-centric content to build loyalty, and deploying platform-specific and globally adaptive social media strategies. A key recommendation is for organizations to design personalized, identity-aware content campaigns that use athlete narratives, community connection, and platform targeting to build sustained engagement. The implications for positive social change include the potential for helping sports organizations cultivate inclusive, culturally resonant fan ecosystems that strengthen engagement within local communities while simultaneously expanding their global presence and market impact.

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