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Can the Olympics Help Americans Forget Politics (at Least for 16 Days)?

No matter their political leanings, Americans are equally likely to follow the Olympics

Jul 22, 2024

3 min

Kirk Wakefield, Ph.D.

Americans are divided on a multitude of different issues, but could the Olympic Games unite the country – at least for the duration of an Olympiad? A Baylor University sports marketing and branding expert says yes, the Olympics can help bring people together even when it’s hard for them to agree about anything else.


In his latest Forbes Sports Money column, Baylor University sports marketing and branding expert Kirk Wakefield, Ph.D., executive director of the Curb Center for Sales Strategy in Sports and Entertainment (S3E) program at Baylor’s Hankamer School of Business, analyzed a July 8 national population poll that asked Americans questions about politics but also included the Steen Happiness Index (SHI).


The 20-item happiness index provides a series of statements for participants to read and choose the one from each group that describes their state at that moment. Happiness items focus on three types of happy lives: the pleasant life (experiencing and savoring pleasures), the engaged life (losing the self in engaging activities) and the meaningful life (participating in meaningful activities).


Are people happier when watching the Olympics?


“Happy people follow the Olympics and people who follow the Olympics are happy people,” Wakefield wrote.


The higher people scored on the happiness index, the more likely they are to:

  • Watch at least some of the Olympics (49.75%)
  • Root for the U.S. to win (31.8%)
  • Follow the results of the Olympics (28.1%)
  • Read stories about athletes in the Olympics (19.6%)
  • Will talk with others about the Olympics events (18.7%)


“Controlling for age, gender, income, education, race and marital status, Americans who follow the Olympics in one, two, or three of these ways are somewhat more happy people (+4% on the SHI). But those who follow the Olympics in four or all five of these ways are significantly happier people (+10% on the SHI),” Wakefield wrote.


Who is happiest when the Olympics are on?


The happiest? Those would be the Americans who love to talk about the Olympics with others while also cheering for U.S. athletes to win. In fact, they are about 14% happier than those who don’t follow the Olympics, according to the SHI.


“Perhaps best of all, people of all political leaning and presidential preferences are equally likely to follow the Olympics. No matter the party, people can party together in unity following the Olympics,” Wakefield wrote.


“Maybe we can’t forget politics. But we can give it a break to watch the Olympics.”


ABOUT KIRK WAKEFIELD, PH.D.


Kirk Wakefield, Ph.D., is The Edwin W. Streetman Professor of Retail Marketing at Baylor University, where he is the Executive Director of the Curb Center for Sales Strategy in Sports and Entertainment (S3E) program in the Hankamer School of Business. The author of Team Sports Marketing and founder of Wakefield Research Partners, Wakefield has conducted fan research on partnerships, pricing, promotions, sportscape, service, and anything else that explains why fans do what they do in nearly every venue in sports, including the NBA, NFL, MLB, MLS, NHL and NASCAR. His scholarly works appear in a breadth of journals: Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Retailing, Journal of Advertising, Journal of Advertising Research and Journal of Sport Management, among others. Wakefield is a regular contributor to Sports Money on Forbes.com.


ABOUT THE CURB CENTER FOR SALES STRATEGY IN SPORTS AND ENTERTAINMENT (S3E)


The Center for Sales Strategy in Sports and Entertainment (S3E) at Baylor University is the only program in the U.S. focused on generating revenue for sports. S3E graduates have career opportunities in sales, digital marketing or business analytics for major league teams, university athletics, corporations and agencies. Baylor is the only university combining learning with practice in partnership with the Athletics Department to prepare graduates for careers in the business of sports. The S3E program is unique in vision, values, mission and culture to transform the business of sports and entertainment. Consistent with the Christian mission and purpose of Baylor University, we prepare passionate servant leaders to positively influence lives in places people go to play or watch others play.


Connect with:
Kirk Wakefield, Ph.D.

Kirk Wakefield, Ph.D.

Executive Director, Center for for Sales Strategy in Sports and Entertainment (S3E), and The Edwin W. Streetman Professor of Retail Marketing

A leading sports marketing expert, Kirk Wakefield researches what fans think, feel and do for pro sports franchises

Sports MarketingSports BrandingFan EngagementSports Business & Related IssuesSponsorships

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