This dissertation explores the impact of sports documentaries on fan identification, engagement, and consumption behaviour. Technological developments have led to significant commercial transformations in sport, the rise of social and digital media being one of the most crucial (Giulianotti and Numerato, 2018). This improved accessibility has led to a greater demand from fans for behind-the-scenes content, which sports organisations are ideally positioned to provide through digital platforms such as a docuseries (Thompson et al., 2017; Williams and Chinn, 2010). Increased exposure of athletes and sports teams can alter the degree to which a person identifies with a sports organisation or individual athlete (Wann and Branscombe, 1990). Highly identified sports fans often engage in increased levels of transactional and non-transactional behaviour, providing several organisational benefits (Funk and James, 2001). This research is a case study of ‘Formula One: Drive to Survive’, a docuseries following the highest level of motorsport competition, Formula One, from 2019 to present. Data was collected from semi-structured interviews conducted with fans of Formula One who have viewed ‘Formula One: Drive to Survive’. The key finding of this research is that athlete personality plays a key role in fan identification and a sports docuseries is beneficial in promoting these personalities. As a result, there is a suggestion fan identification is becoming more individual-centric as opposed to team-based. This research also holds professional value for sporting organisations as it has shown a sports docuseries successfully engages fans in the absence of a physical product. Further research is needed into whether the trend of individual-centric identification is applicable to team sports as Formula One is largely centred on individuals. Also, this research could be replicated using a longitudinal approach, comparing fan opinions before and after watching a sports docuseries.
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