Research Reveals Drawbacks of Sports Fandom on Physical Health

BUFFALO, New York — Research led by Aaron Mansfield at Merrimack College has uncovered the negative impacts of sports fandom on physical health, particularly among dedicated fans of teams like the Buffalo Bills.

Mansfield’s journey into this subject started with a personal connection to Buffalo, known for its famous chicken wings and loyal NFL fan base. This led him to pursue a Ph.D. in sport consumer behavior, focusing on how fandom affects individuals.

His research indicates that while fandom can promote social connections and emotional well-being, it also presents significant health challenges. Committed fans often engage in unhealthy eating and drinking behaviors, especially during and after games.

Surveying sports fans in Western countries, Mansfield found that college sports fans tend to binge drink more than their non-fan counterparts. This behavior is paired with high consumption of processed foods during watch parties, creating an unhealthy cycle that many fans find hard to break. One fan likened his craving for unhealthy foods during games to a Pavlovian response.

Inside stadiums, healthy food options are often limited and overpriced. Fans frequently feel pressured to indulge in traditional game day foods, leading to poor dietary choices that negatively impact their health.

Research indicates that fans consume more calories from unhealthy foods after a loss, linking these choices to emotional responses like stress and disappointment. Mansfield’s colleague’s study showed that emotional states from games influence spending and food choices, revealing an intricate relationship between sports outcomes and personal well-being.

Cultural norms among fan bases, often emphasizing unhealthy eating and drinking practices, further complicate the issue. For instance, in Buffalo, fans engage in elaborate tailgating traditions dominated by alcohol and high-calorie foods.

Even as Gen Z consumers increasingly prioritize health and wellness, the sports industry has mixed responses to these changes. Some teams are beginning to address the disconnect by offering healthier food options and partnering with health-focused brands.

However, experts emphasize the challenge of balancing traditional fan culture with healthier practices. Mansfield suggests that teams must innovate without alienating core fans. He argues for a proactive approach to public health within sports, recognizing the growing demand for healthier fan experiences.

As the impact of sports fandom on health becomes clearer, it emphasizes the need for a cultural shift in how teams engage with their communities regarding lifestyle choices. “Fandom is special, but public health is important,” Mansfield states, highlighting the dual focus necessary in the sports realm.