Abstract

The main purpose of this study is to deepen our understanding of old-school values by examining the issues of values connectedness and values congruence. Specifically, the authors investigate whether the foundational, base-level human values of self-enhancement (i.e. power and achievement) and self-transcendence (i.e. universalism and benevolence) relate to the sport-specific old-school values of winning, social responsibility, and materialism. Additionally, this study investigates congruence between self-identified old-school fans and their perceptions of the values of their favorite professional athletes. Through a national survey, findings uncover complex but meaningful relationships between the variables. The results of this study shed light on motivations behind fan values and provide implications for more effective communications.