COVID-19's Impact on Big Ten College Football Fan Experience

Abstract

The purpose of this study is to explore the impact COVID-19 is having on the fan experience during the 2020 Big Ten College Football Season. Specifically, this study analyzed how Big Ten College Football fan experiences differ during this season and how the changes to the season affected their viewing habits and consumption of Big Ten College Football. The following research questions will serve as a guide for the current study: RQ1: How do fans participate in the college football season if attendance is not allowed or limited? RQ2: What safety measures would fans want in order to feel comfortable participating in the college football season? RQ3: What are fans' perceptions of Big Ten's decision to postpone the college football season, and how the Big Ten has handled the 2020 college football season? RQ4: How does playoff implications impact fans' interest in the college football season? As the focus of the study aligns with the postponement of Big Ten College Football, the researcher purposively recruited four participants who were currently enrolled in college and self-identify as a fan of a Big Ten college football team. Upon receiving informed consent, the researcher conducted four semi-structured interviews that lasted approximately 30-45 minutes. These interviews took place over the phone with college students between the ages of 18-25 that consider themselves a fan of a Big Ten college football team. The researcher used a semi-structured interview guide designed to explore fans' participation in this season, level of comfortability, perception of the postponement, and thoughts on playoff implications. All interviews were audio recorded, as long as permission was granted. Upon completion of data collection, the data were transcribed verbatim. Thematic analysis of the qualitative data was conducted to identify themes in the responses. The researchers developed codes to deduce meaning from the data and categorize the codes into broader themes to answer the research questions, with peer review and debriefing facilitated throughout the analytic process. In response to RQ1, participants spoke of the location where they viewed games (e.g., home, friend's house) and their feelings towards the college football season (e.g., discouraged, decreased participation). In response to RQ2, participants discussed safety protocols (e.g., social distancing, COVID screening and testing) and allowing fans into stadiums. In response to RQ3, participants talked about the Big Ten Conference's decision making, with mixed views about postponing the season, but overall support for prioritizing health and safety and allowing Ohio State to play in the Championship game. In response to RQ4, participants were all supportive of Ohio State playing in the College Football Playoffs and Championship game and indicated increased fan attachment due to post-season eligibility. These findings have implications for the Big Ten Conference, college athletic departments, and Fox Sports.