Does Time Heal all Wounds? A Case Study on Rival Perceptions Before and After Conference Realignment.

The current longitudinal case study investigated how conference realignment and beginning new annual competitions impacted fan rival perceptions for fans of the Texas A&M Aggies, Missouri Tigers, and Texas Christian University Horned Frogs. In particular, fan rival perceptions before and after conference realignment were compared to determine if significant differences were present. Findings indicate that history plays an important role in rivalry as fans of teams sharing longstanding rivalries with schools in their previous conference (i.e., Texas A&M/Texas and Missouri/Kansas) did not differ in their rival perceptions before or after conference realignment. On the other hand, rival perceptions of TCU fans significantly differed in their perceptions of Boise State (previous rival) and Baylor (current rival) before and after conference realignment. Implications for sport managers are discussed.