https://www.sciencedaily.com/releases/2018/05/180529140938.htm

"Event organizers should think about the extent to which they can develop this sense of fans' feeling to be part of a group," said T. Bettina Cornwell, head of the Department of Marketing and academic director of the Warsaw Sports Marketing Center in the Lundquist College of Business. "This can happen spontaneously, and organizers should know that."

The study drew from interviews with 232 fans at a six-day international track-and-field event on the U.S. West Coast. The study, led by Cornwell, has been accepted for publication in the Journal of Sport Management.