Which sports do you like? Testing intra-domain omnivorousness in Canadian following of professional sport
The theory of the cultural omnivore has been applied to many cultural domains. However, given the pervasiveness of professional sport in contemporary societies, less is known about omnivorous behaviour when it comes to consuming this cultural form. This study sets out to find if indeed there is an omnivorous consumption profile for professional sport. Using a latent class and regression analysis of survey data on five major professional sports leagues from Canada, this paper seeks to determine if this professional sport omnivore exists, how prevalent it might be, and if it maps onto wider socio-economic differentiations. The latent class analysis does show that there is an omnivorous consumption profile. However, it is the second smallest professional sport profile and does not map onto wider socio-economic differentiations, even as other patterns of professional sports’ consumption do display such distinctions.