Segmenting Markets Based on Sports Orientation: An Investigation of Gender, Race and Behavioral Intentions

This study investigates gender and racial differences in regard to an individual’s orientation toward sports (old school vs. new school) and whether or not there is a relationship between sports orientation and behavioral intentions. A quantitative survey of over 300 adults in the United States and Canada was conducted measuring sports orientation and behavioral intentions. Females were found to be more old school than males on two dimensions: perceptions toward role model influence and winning. African-Americans appeared to be more new school oriented. Finally, a significant relationship was found between sports orientation and behavioral intentions. The findings suggest that an individual’s sports orientation may help marketers develop more meaningful market segments, especially when considering gender and ethnic subculture.