With the emergence of new media platforms one wonders about the impact new media is having on sports fans’ media consumption patterns. Are traditional media platforms still having the same impact on the sports fan relationship, or has there been a shift across to new platforms? Looking through the lens of the Psychological Continuum Model (PCM) framework, we analyse the impact of team identification and sports fans’ media consumption patterns.Trying to gain an understanding across various sports and to reach as many fans as possible, the snowballing technique was deployed. Using quantitative data allowed us to establish emerging patterns through categorical data. This study used cross-sectional data, which allowed us to take a snapshot in time of what the current trend in fans’ sports media consumption was. 235 sports fans media consumption patterns were analysed using the PCM staging algorithm and a sports media consumption instrument.The results throughout this study reflect that new media is having an impact on team identity and sports fan media consumption. The findings suggests that fans that display higher levels of team identification on the PCM framework, i.e. attachment and allegiance to teams, are more likely to engage regularly on social media, especially Twitter. As such, marketers, sports teams and associations need to look at how they engage with social media broadly and Twitter in particular. Various constructs impact sports fans’ media consumption patterns and, as such, marketers, sports teams and organisations need to ensure that they maintain relevance with their targeted demographic to ensure the continued engagement with sports fans. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted