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Viewing report
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Hartford Whalers Fans. Edition No. 1
VDM Publishing House, July 2009, Pages: 168
Most sport marketing research on sport fans is based
on pre-conceived conceptualizations congruent with
the mindset of team management. It is unknown if
fans view their experiences in this way. This book
examines the experiences of fans of the National
Hockey League’s Hartford Whalers from the insider’s
perspective. Twenty-four fans were interviewed in-
depth to learn of their lives as Whalers fans. By
analyzing the stories, existing marketing concepts
such as relationship marketing are questioned, and
new insights emerge. Whalers fans felt humiliated
being outnumbered locally by New York Rangers and
Boston Bruins fans, felt a strong attachment to the
team’s theme song and logo, appreciated the amount
of player interaction in the community, felt the
pain of relocation even more so after the team moved
to a small city in a region unfamiliar with hockey,
developed a kinship with fans of teams similar to
the Whalers, and saw themselves as sophisticated
hockey fans who have mostly failed to recapture what
they once had with the Whalers. This book will
engage sport managers and others interested in the
thoughts, actions, and feelings of sport fans.
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