Purpose This study examines how different forms of Olympic attachments (sport, national team, and athlete) interact to shape overall Olympic attachment, with particular attention to differences between Summer and Winter Olympic fans in the United States. While sport consumption motivation is included as an antecedent, the study primarily investigates how multi-level attachments operate within a mega-event context. Design/methodology/approach Survey data were collected from 1,007 US-based Olympic fans recruited via Prolific (565 Summer fans; 442 Winter fans). Using partial least squares structural equation modeling (PLS-SEM), the study tested a higher-order model in which motivation predicts multiple forms of attachment. Mediation effects were assessed through sport, athlete, and Team USA attachments, while Olympic type (Summer vs. Winter) was examined as a moderator. Findings Motivation significantly predicted attachment to the Olympics and Team USA, but not to specific sports or athletes. Team USA attachment mediated the relationship between motivation and Olympic attachment. Among attachment pathways, Team USA attachment strengthened Olympic attachment, whereas sport attachment unexpectedly weakened it, and athlete attachment was non-significant overall. Moderation tests revealed distinct seasonal patterns: Summer fans showed stronger pathways from motivation to Olympic and Team USA attachment, whereas Winter fans relied more on sport, athlete, and Team USA attachments to build Olympic connection. Originality/value By comparing Summer and Winter Olympic fandom, this study introduces a multi-level attachment framework in a mega-event context. It extends identity-based theories of sport consumption and provides practical insights for stakeholders seeking to strengthen Winter Olympic attachment through targeted marketing and sponsorship strategies.
Hwang et al. (Thu,) studied this question.