DOI: 10.17605/OSF.IO/V79UM

No Stadium, No Sports Bar: The Challenges of Substituting Digital Fandom for In-Person Gathering for

Cheeseheads

Lisa Beckelhimer, University of Cincinnati

A Popular Science article on sports games? Are digital fandoms enough or are fandom (Ferro 2013) begins: “Whether they poor excuses for the social benefits a you’re lamenting the devastation of physical sports fandom can provide? Many your March Madness bracket or gearing up of those questions can be answered in for the excitement of a baseball-filled multiple ways and depending on whom is spring, sports fandom can be an emotional asked. This brief analysis is based on the roller coaster.” Seven years later, in March author’s experiences as a life-long sports fan 2020, the roller coaster goes off the rails: a who currently lives in a region of the global pandemic has devastated lives and Midwest known for college basketball and health systems, and neither March Madness professional baseball. That said, the author nor a baseball-filled spring happened. As and her partner are far more obsessed as spring warmed into summer, the virus founding members of a fan club for the NFL continued to control summer sports: the football team, the Green Bay Packers. The PGA revised its schedule of golf author’s local fan club, three states and 517 tournaments and required players to be miles away from Lambeau Field in Green tested daily (Hoggard 2020); NASCAR Bay, Wisconsin, has more than 600 began its season by racing around empty members on Facebook. On a game day tracks built to hold between 50,000 and against a rival such as the Minnesota 250,000 fans; the Tokyo Olympics Vikings or Chicago Bears, the small pizza postponed opening ceremonies to July of pub and bar where the group meets fills to 2021. As summer cools into fall, the its seating capacity with nearly 200 of those pandemic has its sights set on a significant members. American sport: football. Nationally, sports fandoms are suffering The impacts of the pandemic on players, the consequences of the COVID-19 teams, and owners are the daily focus of pandemic, ranging in severity from sports media. But what of fans? How are competitions without fans in the stands to avid versus casual fans impacted differently, completely cancelled seasons and events. and what about members of formal Narrowed to the microcosm of the author’s fandoms? How and when do fans want fandom and viewed through this author’s sports to “reopen”? How are fandoms lens, it is clear that the pandemic has coping with digital substitutions for live amplified that “emotional roller coaster” for

sports fans—particularly members of tight- find Packers gathering places all over the knit fandoms that rely on personal contact. country. Additionally, this negative impact comes at Mumford (2004, qtd. in Tarver 2018, p. a time when sports might be the one form of 25) characterizes such a “deeply felt entertainment that would provide a soothing allegiance to a team” as “analogous to those balm to fans reeling from a pandemic, social allegiances one might feel to one’s spouse or unrest and racial inequality, and a politically family.” Indeed, the author’s fandom divisive culture. remains friends during the off-season, To investigate the pandemic’s impact on celebrating birthdays and anniversaries sports fandoms, it is important first to together, gathering to watch local sports distinguish what differentiates a typical teams compete, and even vacationing sports spectator from a fandom. together. In other words, fans who identify Participation in a sports fandom can demand with a specific fandom such as Cheeseheads a considerable amount of time and do not, on the whole, watch as mere commitment to what Tarver (2018, p. 2) observers or spectators, but they integrate refers to as “something that looks very much the sport or team fully into their lifestyles. like work.” While spectators might read Tarver (2018, p. 3) further claims—and about their teams, study statistics, and spend the author confirms—that this investment in money to wear team apparel, fandoms often the sport or team is multiplied when travel to see their teams play live and experienced as a group. Fans, for example, revolve their lives around gathering with will “shout, wail, leap from their seats, cover others in their fandoms on game days. Green their faces in horror, hug and kiss strangers Bay Packers fans, or “Cheeseheads,” as they in moments of unmitigated joy, crumple in are called, were dubbed by Forbes as the despair, scream loudly and long enough to number one most passionate fandom of 2020 lose their voices and give themselves among North America’s 123 professional headaches, and spread their arms wide while sports teams in the NBA, NFL, NHL, and tilting their faces to the heavens.” MLB. The Packers are the NFL’s only What, then, when most of this behavior publicly-owned team, and more than is not allowed by CDC guidelines? 350,000 fans own shares. The last time the There is no precedent for how sports team offered shares for sale, in 2012, more should respond to the pandemic. While than 250,000 were sold, totaling more than athlete health and the financial impact of $67 million. The season ticket waiting list is closures are important, guidelines that 137,000 names long, meaning that most discourage mass gatherings are most Cheeseheads will not live long enough to get impactful to fans. Historically, sports have a stab at buying season tickets The team has paused and then returned to full strength a social media following of more nearly 7.5 when deemed “appropriate” (Martinez million (Settimi 2020). Locally, the author’s 2020). For example, sports debated whether fandom is listed on a depository website or not it was appropriate to play during called Packers Everywhere, where fans can world wars, shortly after 9/11, and after

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John F. Kennedy’s assassination. Martinez in the US. But many fans are worried about points out, however, that sports shut down (or in denial that) this “new normal” will for coronavirus not because it seemed change the atmosphere of sports inappropriate to play while people were dramatically. Martinez (2020), writing about dying of a virus, but because the virus his experience at the last soccer game in threatened the health of the athletes: “The Mexico City before the pandemic shut it hubris of the call to carry on in these down, described the atmosphere as “creepy circumstances became apparent in one to watch . . . It’s like spying on a private twenty-four-hour spell when a Utah Jazz scrimmage.” Sports media have described player and Arsenal’s manager across the games without fans as “weird” or Atlantic both tested positive. That meant “surreal” and have begun referring to games lights out.” That was 12 March. On 1 June, without fans as “ghost games.” Chau (2020) college football players went back to wrote that “Fandom is a sense of community voluntary workouts and by 22 June, more held together by the power of collective than 100 college athletes across the nation imagination—the feeling of belonging to a tested positive for COVID-19 (Dodd 2020). greater whole. . . . The pandemic has created Will those cases ultimately result in the an environment of fear and uncertainty cancellation of college football? among sport fans and the resumption of play Members of the author’s fandom reflect has drawn a mixed response.” the mixed emotions of sports fans The author’s Packers fandom is most everywhere as fall football season concerned, of course, about the pandemic’s approaches. A Seton Hall poll conducted in impact on their own gathering place, but April 2020 found that 72% of fans would also about the mass gathering location of not attend games without the development Cheeseheads everywhere: Green Bay, of a vaccine Gardner 2020). Each time the Wisconsin. At one time supported largely by Packers pay at home in Lambeau Field, the meat packing industry, Green Bay is about 600,000 people convene in the city of now reliant on the Packers’ 81,441-seat Green Bay (Ryman 2020); 72% of 600,000 Lambeau Field and associated tourism. If means a loss of more than 400,000 fans. the Packers play without fans, the result And if the virus spikes in winter flu season, could mean a loss of more than $150 million as some medical experts expect, would fans (Ryman 2020): “It’ll be a devastating impact want to attend a game in the stadium known on the Green Bay economy to not have any as the Frozen Tundra anyway? Gardner fans,” said Brad Toll, CEO of the Greater further questions, “When sports do return, Green Bay Convention & Visitors Bureau. will fans be eager to squash themselves into “This has kind of been a nightmare. This is tightly bound stadium seats or walk through the kind of thing you go to the movies and sardine-packed concourses?” see.” Some international sports leagues have Hotels, bars, and restaurants have returned to play without fans, and that suffered all summer due to the virus’ effect option is being considered by sports leagues on the team’s annual training camp. Leading

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up to the season, the Packers’ annual Additionally, the team was forthright that: training campus draws thousands of fans, “Face coverings will also be required, and including members of the author’s fandom, other necessary precautions will be in pace. to the small town to watch players parade As a result, the special experience to which from Lambeau down the street to the fans are accustomed at Lambeau Field will training field, where fans wait in line for the look and feel very different.” chance to sit in the stands and watch the For sports fans who consider themselves team practice. Additionally, the Lambeau mere spectators, the pandemic’s impact is Field Atrium and the new Titletown District manageable whether or not fans are allowed of restaurants and activities such as ice to gather at stadiums or in restaurants and skating and a sledding hill are a year-round bars. They can, for example, watch old tourism and meeting place; both remained games re-aired on TV while they await closed for the majority of the pandemic. The televised new seasons. Additionally for impact on tourism will continue well into younger fans, Singh (2019) cited a report, the season, as an economic impact study “Navigating the next generation fan: How conducted in 2009 concluded that more than football is social,” stating that 64 percent of 80% of fans attending Packers games young sports fans find social-based coverage traveled fifty miles or more (Ryman 2020) more engaging than TV broadcast, while and therefore needed hotels and restaurants. 52% prefer to consume their sports news The author’s Packers club regularly through social channels. For a fandom such traveled together and vacationed in Green as a fan club that gathers weekly to watch Bay during training camp and also chose at games together on television, however, least one game per year to attend together. social media and digital gatherings are a In 2020, that game will be 22 November poor substitute for face-to-face interaction. against the Colts in Indianapolis; however, it Of the 600 members in the author’s is still not clear that fans will be allowed to Packers fandom, about thirty attempted to attend in mass numbers by then. And if they gather virtually on Zoom to watch the NFL are, will a percentage of those with tickets draft in April on social media. That is a get scared and back out of the trip? As for small number, even when compared with the games in Green Bay, the Packers announced roughly 150-200 who engage beyond the in early July that Lambeau will have casual browsing and posting on the group’s “significantly reduced capacity if fan Facebook page to watch games together at attendance is permitted,” offering season the bar. Checking the Brady-Bunch-like ticket holders a chance to opt out and have Zoom video squares regularly revealed an their 2020 payment refunded or credited to even lower level of interaction, as it 2021. The team posted to its website appeared that fewer than half that number (Packers update 2020) that “Although the actively engaged with one another, while the organization remains optimistic, there is a rest merely had Zoom open on their laptops possibility that Lambeau Field will be and watched the draft in isolation from the unable to host fans for games this season.” group. Communicating was also hard when

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people tried to talk over each other, and no night of the NFL draft, members one wanted to mute their microphones even participated in a virtual raffle fundraiser for though not doing so created a screeching gift cards that could be used later, when the feedback sound. bar was back on its feet, resulting in more If the Zoom NFL draft party was any than $1,000 raised for the cooks and serving indication, this fandom is in trouble this fall. staff. Given that level of fervor, one might McConnell (2015) quotes Gardner, Pickett, think the fandom’s members would be & Brewer (2000) that “social connectedness thrilled when restaurants opened with is a critical human need, and one way we limited seating on 22 May. However, when establish it is through symbolic affiliations the restaurant reopened with outdoor seating with others.” What if there can be no and limited indoor seating, the vast majority interaction with others? The bar where the of members still picked up carry out and Packers club meets is decorated with took it home. Only about ten or so gathered Packers memorabilia. On a typical Sunday, at an outdoor table, and one later admitted few others aside from Packers fans are that he felt uncomfortable, as if they were present, including fans from the city’s own seated too closely together. NFL team. The “symbolic affiliation” is On a national scale, experts differ on clear. However, only answers to logistical how and when fans will be allowed and feel questions about the 2020 season will comfortable enough to gather. Daniel Wann, determine the fandom’s course this fall, a Murray State professor who is known as namely: Will fans be allowed to attend NFL Dr. Fandom and has a Ph.D. in social football games, and will bars and restaurants psychology, has been studying sports be allowed to fill to capacity with fans? In fanhood for more than three decades. “When late June, the author’s state allowed fans are given the opportunity to go back, restaurants to fill to 50% capacity, and it is they’re gonna go,” Wann said. “I can’t point possible that full capacity will be allowed by to a specific study or data set that says that September. However, it is also possible that because, believe it or not, we actually don’t virus cases will spike in the state as they have any research on how fans respond to have in many others, and that restaurants pandemics because this has never happened and bars will again close. It is also unclear before” (Gardner 2020). An ESPN- how many of the usual 150-200 fans who commissioned study, however, points to a showed up at the bar the past few years will possible shift in the way many fans consume be willing to do so again if it means packing sports to favor television and social media the place from door to door. even after the pandemic. Conducted by Case in point: members moved quickly ESPN Research & Insights, the study to support the bar when restaurants in the surveyed the 1,004 fans, aged eighteen and state closed dine-in seating on 16 March. over, 17-20 April, to investigate current Members routinely ordered carry out food, perceptions around the coronavirus posting pictures to the Facebook page to pandemic and its impact on sports moving encourage others to do the same. The first forward. The survey found that not only

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would fans watch games without spectators, particularly if CDC guidelines do not even but that they expect to consume more sports allow them to gather in the same numbers or digitally once the games return (Farrell proximity as usual. 2020). As disconcerting as pandemic and post- The study also found a difference— pandemic television trends might seem to sometimes significant—between the views fandoms that rely on gathering in person, of those identified as “sports fans” with equally concerning is the shift toward social those identified as “avid sports fans” (italics media over physical interaction. In a are author’s). For example, about 88% of positive sense, Gardner (2020) says, “Social avid sports fans said they cannot wait until media has transformed the way fans take in live sports are back on television and plan to sports and sports information. The industry watch as much as they can, compared with has shifted from requiring a TV to consume just 56% of all sports fans who feel that broadcast or attend a game in-person, to way. In addition, while 67% of casual fans having access to the latest plays and stats in said they see sports as a great way to feel the palm of our hands.” Positive for casual normal again amid the pandemic, 88% of fans and spectators, yes. But for in-person avid sports fans felt that way. Overall, fandoms? No. nearly twice as many fans, 65%, would An analysis of the author’s fandom’s prefer to watch televised sporting events Facebook engagement since the pandemic without crowds than the 35% who believe reveals that it has been an adequate sports should only restart when fans can substitution for physical interaction during experience the game in person. the pandemic but will not suffice when What about formal fandoms that rely on football season begins. The fandom’s page gathering in person, though? Certainly, they was created February 2017 after a small are considered “avid” fans. Members of the group of fans had begun to gather at the author’s fandom generally sit shoulder-to- restaurant and bar to watch games. General shoulder to watch a dozen TVs all tuned to posts prior to pandemic largely included the same channel. The goal is to emulate as links to Packers news. Rules are simple: much as feasible the atmosphere at the Packers-only related posts, posts and Packers’ hometown Lambeau Field. comments must be rated PG for families and Members of the fandom dress in team kids, no politics, and no selling, as the colors, the bar has added Wisconsin’s fandom has a separate Facebook page for trademark cheese curds to the menu, and a that purpose. Bluetooth speaker plays the same chants and Posts unrelated to or impacted by the music and songs (such as “The Bears Still pandemic between 11 March and 30 June Suck”) during timeouts and halftime. In numbered 144; in comparison, posts related other words, fans are recreating the fandom to or impacted by the pandemic during that present at the game. Watching a game timeframe numbered 249. Of those unrelated without fans on television will not provide to the pandemic, most related to general the same experience for fandom members, chatter about players, the team, and rival

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players and teams, and about merchandise, Posts related to the pandemic varied fifty-five and forty-six posts respectively. widely, including jokes and memes related Holidays recognized were St. Patrick’s Day, to the pandemic, photos and posts in support Easter, Cinco de Mayo, Mother’s Day, and of the fandom’s restaurant/bar, and Father’s Day, plus birthday wishes to six pandemic related activities. Posts break members over those three months. down as follows: The remainder of posts unrelated to the pandemic were draft comments, five; jokes  Jokes and memes: Twenty-six posts, and memes, thirteen; and just three posts beginning with the first pandemic- related to Packers’ team and player remarks related post showing Chicago Bears about racism and equality after George fan apparel as a potential substitute Floyd’s death. This low number of posts for toilet paper. Another on the same were left on the page, but the posters did day joked that anyone wearing a fear that they would be considered Minnesota Vikings jersey would be “political,” which could also explain why so sure not to catch anything, referring few posts commented on racial unrest. The both to a football and to the virus. three posts included: an article about how  A significant ninety-one of the 245 Vince Lombardi championed equality, to posts related to the NFL draft being which one member said, “Amazing since held in virtual form. Several of these Green Bay was, by race, the least diverse early posts also sought to advertise city in the NFL at the time. Lombardi was a the fandom’s group Zoom watch true leader”; Packers CEO Mark Murphy’s party. statement on behalf of the team that began,  Sixteen of the posts were photos of “The Packers community has been horrified members wearing Packers masks. at the killings of George Floyd, Breonna Only one person, not an official Taylor, Ahmaud Arbery and so many others. member but family of a member, For their loved ones, the loss must be commented even though “we don’t agonizingly magnified by the face that if the really believe in the mask thing” that victims were white, they would likely still they wanted to order a Packers mask. be alive. I can’t imagine that pain”; and a  A smattering related to merchandise video called It’s Time for Change, produced other than masks related to the by quarterback Aaron Rodgers and featuring pandemic, such as items that could several players. Interestingly, a look at the be ordered and shipped from “likes” and “loves” revealed that more Wisconsin when members were not liberal leaning members responded, along able to safely travel there. with a few moderates or those who have not  On the lighter side, twenty-eight of indicated their political leanings. Not one of the posts related to pandemic the members who are openly politically activities such as free games on TV, conservative responded to any of those three puzzles, LEGO kits, and old games posts.

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and documentaries airing on seriously consider how the virus might television. impact the group’s ability to travel together and attend the game, saying, “I seriously Posts related to the closure and doubt fans will be allowed in stadiums. If reopening of the fandom’s meeting place they do, I’m there but no bus.” were interesting. Just one post, the first to In short, the author’s fandom utilized the announce the bar’s closure (though it is also Facebook page to replace in-person a restaurant, so it was allowed to stay open interactions during the pandemic. However, for carry out), was negative in tone and many of the posts, such as memes, jokes, blamed the state’s governor (a Democrat). and those about at-home activities and The same person who posted that angry post masks, sought to deflect the pain that posted again encouraging members to gather members were experiencing because they at someone’s house as early as March 19; could not gather, and their season is still only a few members even “liked” the post, unclear at this point. The increase in activity and no one commented, indicating that this around the NFL draft, even though it was member might have been alone in wishing virtual, indicated that the fandom was eager to gather so early in the pandemic. Most of to get back to discussion of football, the the remaining related posts, thirty-five of Green Bay Packers in particular. This does them, were supportive of the bar, posting not bode well for the fandom if the photos of food ordered for carry out and pandemic continues to impact football to the encouraging others to do the same, and point that games are not played, fans are not advertising the fundraiser for the staff during allowed to attend, or fandoms are not the draft. Seven of the posts discussed the allowed to gather at bars and restaurants. reopening of the bar and restaurant for Martinez (2020) called the pandemic “a dining outside and limited dining inside. As humbling time for the world’s most noted, though, only about ten people powerful form of live entertainment,” and gathered when that seating did re-open. wrote that “Even die-hard fans are having to Finally, eleven posts related to eventual reevaluate their priorities and the relative reopening of NFL football. Another six importance to their lives of various shared links to articles about the possible institutions—your local grocery store might cancellation of the season, including one 13 suddenly seem a lot more essential to you May CBS Sports article that suggested that than your hometown NBA or NFL team.” the season would continue but no fans That might be true for casual or even some would be allowed; only one person said, avid fans. However, for a fandom that relies “sure hope they allow fans by the time the on in-person gathering and personal season starts.” Six posts shared the Packers’ relationships, the extraction of the fandom 2020-2021 schedule. The Indianapolis game from a person’s lifestyle is devastating. The generated eighteen posts as fandom “relative importance to their lives” for members bought tickets and booked hotel fandoms is high. rooms; of those, only one member seemed to

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Formal fandoms such as the author’s Dodd, D. (2020, June 22). Did college Packers group rely on their fandoms for football return too soon? Positive positive mental health and emotional COVID-19 tests generating negative support. Fandoms treat their status as fans as views about 2020 season. CBS Sports. part of their lifestyle. In that sense, the https://www.cbssports.com/college- pandemic feels not just like an “emotional football/news/did-college-football- roller coaster,” but, as noted earlier, as if the return-too-soon-positive-covid-19-tests- coaster is going off the rails. Factor in racial generating-negative-views-about-2020/. unrest and political division, and sports Farrell, M. (2020, May 4). ESPN Study: fandoms become even more important in Fans support resuming live sports their members’ lives. Martinez (2020) noted, without spectators. Multichannel News. “Our enforced timeout is forcing us to https://www.multichannel.com/news/esp reassess the meaning of sport, and in n-study-fans-support-resuming-live- particular sport fandom—where it stands in sports-without-spectators. the spectrum of essential-to-frivolous Ferro, S. (2013, April 8). The science of activities in life.” For fandoms such as the sports fandom. Popular Science. author’s, the answer is simple: fandom is https://www.popsci.com/science/article/ more essential during the pandemic than 2013-04/science-sports-fandom/. ever before.1 Gardner, H. (2020, April 27). What long- term impacts will the coronavirus have Works Cited on sports? “Dr. Fandom” weighs in. USA Today. Chau, D. (2020, May 20). Athletes during https://www.usatoday.com/story/sports/2 the pandemic are learning what fans 020/04/27/how-covid-19-pandemic- have always known. The Atlantic. impact-sports-longterm/3036825001/. https://www.theatlantic.com/culture/arch Hoggard, R. (2020, April 16). PGA Tour’s ive/2020/05/bundesliga-sports-return- return depends on availability of pandemic-athletes-fans-shared- widespread COVID-19 testing. Golf imagination/611857/. Channel. Coronavirus cancellations and reactions in https://www.golfchannel.com/news/pga- sports. (2020, July 24). ESPN. Retrieved tours-return-depends-availability- from widespread-covid-19-testing. https://www.espn.com/espn/story/_/id/28 Martinez, A. (2020, April 23). Sport’s post- 871525/coronavirus-cancellations- pandemic reckoning: how will athletic reactions-sports. fandom change after the virus recedes? Slate.

https://slate.com/technology/2020/04/sp 1 The journal solicited editorials, opinion pieces, authoethnographies, and similar items for the present orts-pandemic-fandom-globalism.html. edition in response to how people were engaging McConnell, A.R. (2015, July 13). The with media as a coping mechanism while quarantining during the COVID-19 Pandemic. This psychology of sports fandom. item is one of those pieces. – Ed.

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Psychology Today. ttimi/2020/05/06/americas-most- https://www.psychologytoday.com/us/bl passionate-sports-fans- og/the-social-self/201507/the- 2020/#487b41462365. psychology-sports-fandom. Singh, S. (2019, July 29). The digital Packers update season ticket holders on displacement of sports fandom. Venture 2020 season. (2020, July 8). Beat. Packers.com. https://venturebeat.com/2019/07/29/the- https://www.packers.com/news/packers- digital-displacement-of-sports-fandom/. update-season-ticket-holders-on-2020- Tarver, E.C. (2018). The I in Team: Sports season. fandom and the reproduction of identity. Ryman, R. (2020, April 27). Packers games Chicago Scholarship Online: January without fans? It would be ‘devastating’ 2018. DOI: to Green Bay’s economy. USA Today. 10.7208/chicago/9780226470276.001.00 https://www.usatoday.com/story/sports/n 01 fl/packers/2020/04/27/season-without- Tokyo Olympics. Team spirit evident in fans-packers-games-would-devastate- delivery of Tokyo 2020 in 2021. (2020, green-bay-economy/3032280001/. May 14) Retrieved from Settimi, C. (2020, May 6). America’s most https://www.olympic.org/news/team- passionate sports fans 2020. Forbes. spirit-evident-in-delivery-of-tokyo-2020- https://www.forbes.com/sites/christinase in-2021.

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