Options
I’m no casual: exploring the consumer behaviour of Fantasy Premier League hardcore international managers
Journal
International Journal of Marketing Semiotics & Discourse Studies
Date Issued
2023
Author(s)
Ahmed, Amar
Abstract
The internet has caused a worldwide exponential increase in the number of fantasy sports
consumers in general, and Fantasy Premier League (FPL) in particular. This paper investigates
the overall experiences of hardcore ‘managers’. Using interviews and applying Grounded Theory,
this study offers a description regarding managers’ 1) perceptions of what makes a hardcore
manager as against a casual one; 2) motivations to participate in FPL at hardcore levels; 3) media
usage; 4) the impact FPL has on their consumption of the sport and its products; and 5) the
marketability of specific players. Subsequently, we develop an understanding of international FPL
hardcore managers’ consumption behaviour. This understanding helps teams, marketers, and
sponsors both directly and indirectly to establish a more effective reach to this growing
psychographic group. Moreover, it contributes to the body of knowledge of cultural consumer
research.
consumers in general, and Fantasy Premier League (FPL) in particular. This paper investigates
the overall experiences of hardcore ‘managers’. Using interviews and applying Grounded Theory,
this study offers a description regarding managers’ 1) perceptions of what makes a hardcore
manager as against a casual one; 2) motivations to participate in FPL at hardcore levels; 3) media
usage; 4) the impact FPL has on their consumption of the sport and its products; and 5) the
marketability of specific players. Subsequently, we develop an understanding of international FPL
hardcore managers’ consumption behaviour. This understanding helps teams, marketers, and
sponsors both directly and indirectly to establish a more effective reach to this growing
psychographic group. Moreover, it contributes to the body of knowledge of cultural consumer
research.
