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Highlights• Some highly identified fans Bet Against their Favorite Teams (BAFT).• These non-normative behaviors are explored, described, and explained.• For some fans, financial gains offset a perceived impending emotional loss.• These fans Hedge Against Future Failure (HAFF) as a self-image management strategy.• Unlike BIRGing and CORFing, HAFFing is transactional, proactive, and private.
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Agha et al. (2016) studied this question.
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