This paper explores the study of individuals who do not identify as fans of a professional sport. Using a nationally representative sample of 3,496 adults, the research investigates non-fandom and identifies five distinct segments of non-fans based on their consumption and passion for professional sports. The study reveals that factors such as social contacts, experiences, access to the product, and satisfying alternatives influence the likelihood of consuming professional sports. Additionally, a simplified segmentation process consisting of four questions is presented, which maintains high accuracy in classifying non-fans.

Image courtesy of interviewee. December 4, 2023