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When the Saints Went Marching In

Social identity theory is used to explain behaviors, thoughts, and feelings associated with group membership. This study focuses on the New Orleans Saints National Football League (NFL) team and its effect on citizens of its host city as well as fans from the surrounding region. While a large body of research shows little evidence that new stadiums and professional sports teams make a significant economic impact on the region, some findings have shown that sports teams can provide intangible benefits. These intangible benefits are often related to the positive associations fans of the team have by considering themselves a part of that particular in-group. This study applies social identity theory to the New Orleans Saints’ fan base and discusses the reactions of the team’s fans during the 2009 Super Bowl–winning season as reported in national, regional, and local publications.