Sports both directly and indirectly influences consumer behavior. Sporting events provide an entertainment environment where the consumers' emotions, and in turn, their behavior, are directly mirrored by the outcome of the event. Indirectly, consumers not physically present at the event are still emotionally present, and are also influenced not only by the outcome, but by their experience of the production, broadcast, and their own physical environment. Consumers' affinity for a sport or a team or a stadium experience is the sum of these direct and indirect influences.