Mike Lewis, marketing professor at Emory University in Atlanta, delves into the mysteries of fan behavior on this episode of Sports Across the Board with AP Radio sports correspondent Gary McKillips

What makes fans do what they do? Can good marketing overcome bad performance on the field? How do community and generational forces affect fan loyaly? How did soccer fans reach such a fever pitch to create riots in the stands and on the field in Indonesia? What did COVID do to fan behavior and overall interest in sports? Mike Lewis, Emory professor, answers these and other questions on this episode of Sports Across the Board with Gary McKillips.