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Cited by 2Sports, Gender, and SocietyConsumer Behavior in Brand Consumption and IdentificationSport and Mega-Event Impacts

In the Zone: Performing Fandom and Branding in Toronto’s Jurassic Park

Open access
Evans, Daniel·2017·Canadian Theatre Review
DOI 10.3138/ctr.169.009
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Abstract

Fan zones are increasingly used at sporting events to extend the shared viewing experience beyond the capacity of traditional sports venues. The NBA’s Toronto Raptors have made Jurassic Park a key part of their supporters’ experience in the city during crucial playoff games. While the primary purpose for the fans in the zone is to enjoy watching the game as a group, the Raptors management has repurposed and branded their collective identity to drive desire not just within the fan zone but also among audience watching Raptors games on TV.

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Authors
Evans, D.
Corresponding author
Evans, Daniel
Venue
Canadian Theatre Review
Publisher
University of Toronto Press Inc. (UTPress)
Published
2017-01
Volume
169
Pages
48-51
ISSN
  • 0315-0836 (ISSN-L)
  • 1920-941X
DOI
10.3138/ctr.169.009
OpenAlex
W2584088002
Cited by
2
References
13
Citations by year
2026: 1 · 2021: 1
FWCI
0.00
Type
journal article
Language
en
Open access
Licence
other-oa
Locations
  • Canadian Theatre Review (publishedVersion, other-oa)
  • Project Muse (Johns Hopkins University) (submittedVersion)
Topics
  • Social Sciences › Gender Studies › Sports, Gender, and Society
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Sociology and Political Science › Sport and Mega-Event Impacts
Keywords
fan zones, sports branding, Toronto Raptors, NBA, Jurassic Park, sports fandom, collective identity, sports marketing

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