Social identification with a team boosts fans’ social well-being

Nov. 6, 2025 | Tia King

Sport teams and other organizations can boost their supporters’ social well-being through digital platforms and other initiatives that promote a strong group identity and feelings of trust that all members have their collective best interests at heart, according to a study led by recreation, sport and tourism professor Yuhei Inoue that included sport fans in the U.S. and the United Kingdom.

Professor Yuhei Inoue most recent study with his team shows that consumers’ identification with service organizations, such as sports teams, has a real impact on their social wellbeing. Photo taken at the University of Illinois Urbana-Champaign on Thursday, Sept. 25, 2025. (Photo by Fred Zwicky / University of Illinois Urbana-Champaign)

CHAMPAIGN, Ill. — Sport fans all know that rosy feeling of happiness when we hang out with others who support our favorite team. A new study conducted with sport consumers in the U.S. and the United Kingdom suggests that organizations that want to enhance their supporters’ health and well-being can achieve that by bolstering their social identification with the group.

University of Illinois Urbana-Champaign recreation, sport and tourism professors Yuhei Inoue and Mikihiro Sato say that social identification with organizations boosts our social well-being — our ability to form and sustain meaningful relationships — by giving us access to three important social and psychological resources: in-group trust, a sense of purpose and meaning, and perceived progroup norms — which are the beliefs that all group members are prioritizing our collective best interests.