The paradoxical relationship between fantasy football and NFL consumption: Conflict development and consumer coping mechanisms

Abstract

Highlights• We examine the paradoxical relationship between fantasy football and NFL consumption.• We apply grounded theory to utilize the viewpoint of fantasy football participants.• We depict how a conflict between fantasy and NFL team may emerge.• We present four coping strategies with conflicts on player selection.• We also present four coping strategies with conflicts on rooting interests.• We discuss these findings in terms of sport marketing theory and practice.