Time and again, we hear stories of and even witness firsthand the phenomenon of fandom. We know of those whose emotions rise and fall with their team‘s performance. We know of those who forgo clothing in cold weather, withstand monsoon rains, and simmer in the summertime heat for their teams. We know of those competing in multiple fantasy leagues and following their team‘s every move in cyberspace with faithful devotion. We also know of those who live their lives uninformed and unaware to the world of sports around them and yet still find their way into stadiums worldwide. These examples illustrate only a sample of the diverse yet complex range of behaviors exhibited by those we choose to label fans. For the most part, these complexities represent mere peculiarities that add intrigue to the experience of sports. For others, such as ourselves, these complexities spark fundamental questions about the psychological motives underlying fandom—and the market strategies intended to satisfy them.