TORONTO – The Ted Rogers School of Management at Ryerson University announced last week the launch of a new independent, three-year, research study on Canadian sports fan, in partnership with Sportsnet and in collaboration with the Future of Sport Lab (FSL).
Said to be the first-of-its-kind academic study, the “Canadian Sport Fan Index will provide key insights on the attitudes, behaviors and trends of sport fans across Canada,” said the press release. “The research will focus on the post-Covid era examining how fans are engaging with professional sports teams and leagues as they deal with limited access to live events, compressed and altered schedules and other changes.” It will also examine the future of the Canadian sport fan and fan engagement, through the lens of sport technology and innovation and will intersect sport fandom across gender, race and ethnicity in all provinces and territories, adds the announcement.
Initial findings will be shared this spring.
The study will be co-ordinated by a team from Ryerson University as well as supported by other faculty experts and specialists from across Canada including: Dr. Nicholas Burton (Brock University), Dr. Jess Dixon (University of Windsor), Dr. David Finch (Mt. Royal University), Dr. David Legg (Mt. Royal University), Dr. Richard Norman (Ryerson University), Dr. Frank Pons (Laval University) and Dr. André Richelieu (UQAM).
“Thought leaders from across the Canadian sport industry” will also inform the study insights. Advisors include Anthony Attard (Sportsnet), Mike Bratusa (Wasserman), Jacie deHoop, (The Gist), Aalum Jaffer (Victory), Shannon Hosford (Maple Leaf Sports & Entertainment) Scott Moore (Uninterrupted Canada) and Andrea Shaw (TTG Canada), reads the release.
“The data and insights from this study will not only help evolve our business, but by leveraging the results of this study, we will be able to understand and engage with our audience on a deeper level and provide the content that matters most to sports fans in our country,” said Attard, RSM’s vice-president, sports and NHL sales.
