Managing co-creation in professional sports: The antecedents and consequences of ritualized spectator behavior

Highlights• We conduct the first longitudinal examination of sport ritual behavior using mixed methods.• Rituals are found to form quickly, and involve adaptations of existing behavior to suit the new teams.• Fan rituals play a key role in building customer involvement and identification among those who participate, but also benefit those who do not participate directly.• Management of rituals to avoid possible negative impacts is best done by encouraging fan groups to enforce positive group norms.