Leveraging Sports Events to Increase Social Capital and Foster a Sense of Community

Sports facilities are constructed across the United States using public subsidies and there is limited research about how the community benefits from these investments. Broader community benefits need to be established to justify public funding of sports facilities, including how social capital and sense of community are developed in a sport context. This research was composed of three studies that explored the benefit of providing access to sports events as a generator of social capital, the importance of developing social spaces at sports facilities to provide opportunities for attendees to nurture a sense of community and the value of virtual spaces in maintaining sense of community when isolated. The first study was a case study of Arizona State University (ASU) football season ticket holders to understand whether ticket donations to games can facilitate social capital by providing fans an opportunity to meet new people and develop long-term relationships. Findings indicated that donating tickets to sports events facilitate social relationships among fans that can build social capital, which advances existing research that focused primarily on the economic impact, and provides practical applications by encouraging sport managers to donate unused tickets. The second study examined sense of community by evaluating how fans use social spaces at a Denver Broncos National Football League (NFL) game and the Ironman World Championships (IWC). This study demonstrated that sense of community can originate in social spaces because attending a sport event and interacting in social spaces facilitates positive feelings about the community for the attendees. The third study focused on the impact of the COVID-19 pandemic on sport participants’ sense of community. This study examined the impact the pandemic had on sense of community among members of USA Triathlon, the Olympic and Paralympic National Governing Body for the sport in the United States. The research showed that USA Triathlon members adopted alternative virtual engagement opportunities that replaced in-person activities and were not materially impacted by the pandemic. Overall, these three studies advanced the understanding of how sports events, whether in-person or virtual, can facilitate social capital and enhance sense of community.