The sport industry has also grown more consumer-focused. Sports has a high level of spectator appeal, which allows it to generate earnings from a variety of sources such as ticket sales, media rights, sponsorships, and so on. Sports fandom is an active and lived experience. Fans are more than just spectators; they participate in the game and believe that their presence and involvement affect the success of the sport and the teams that play. Because it is engagement with the brand that motivates people to actively consume sports products and services offered, fan engagement gives a compelling offer as to why sports plays such a big factor in securing customer behavior and affinity.