... algorithm identified distinct fan segments. Inter-cluster differences in affiliation, experience and attendance were then assessed using analysis of variance (ANOVA) and Chi-square tests. Findings Seven distinct clusters were identified, each representing specific patterns of stadium attendance, fan...

..., professional sport fan involvement, fan segmentation Jeff Clowes, Coventry University, Coventry, UK e-mail: j.clowes@coventry.ac.uk Alan Tapp, University of the West of England, Bristol, UK e-mail: alan.tapp@uwe.ac.uk Looking Through the Hourglass of Fan Segmentation: Research Findings and Marketing...