Why have sports taken on such a prominent role in today’s society?

Sports sell.

“At the most basic level, sports are great theater, according to Todd Wilkinson, assistant professor of psychology at the University of Minnesota. “Sports motivate and excite,” he says. “There’s the aesthetic appeal, the great performances—and the escape from day-to-day activities.”

Sports are not just idle escapism, however. Wilkinson and U sports marketing expert Stephen Ross point to both sociological and economic reasons for overwhelming popularity of sports.

“Socialization is important,” Wilkinson says. “Fans of a particular team gain a sense of affiliation and community. Historically, people rallied around local causes and events. As communities grow, sports provide an immediate and highly visible means to connect people.”

The stronger that social bond, the more likely fans are to tie the fate of their team with their view of themselves, to regard shifts in team allegiance as betrayal, and to vilify opposing athletes and even fans. Add money to the mix, and you’ve got the makings of the sports juggernaut.

“The opportunity to gamble is a big draw—you see people who otherwise wouldn’t be fans participating in office pools and following the games. Plus, the advent of online fantasy leagues adds a whole new level of participation and money,” Wilkinson says.

Ross agrees, pointing to a sharp rise in number and diversity of professional sports, leagues, teams and activities targeted to specific audience segments during the past 25 years.

“The media perpetuates this growth by offering nearly unlimited coverage on sport-specific channels like NBA TV and the Golf Channel—and the potential visibility for sponsors is tremendous,” he says. “Michael Jordan, in his prime, was thought of as being personable, athletic, attractive and talented. Individuals admired these traits and sought out ways to make their allegiance public, spending hundreds of dollars on Air Jordan shoes.”

Jordan’s high-flying silhouette has since transcended basketball and shoemaker Nike—and companies invest millions each year to find and market the next Mike. So the search continues.

Stephen Ross is an assistant professor in the College of Education and Human Development’s School of Kinesiology. He specializes in sport branding and marketing, sport consumer psychology, and spectator behavior. Todd Wilkinson is a visiting professor in the Department of Psychology. His latest research looks at the time-honored American tradition of rooting for the underdog.

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