The most likeable soccer players and the least likeable hockey players are in greater demand

This study explores how athletes' likeability affects their popularity in fantasy leagues, analyzing data from the 2015–16 seasons of the Premier League and the National Hockey League with 11,000 users. Surveys were used to gauge athlete likeability, and models revealed that highly likeable soccer players and less likeable hockey players attract more demand. To enhance the fan experience, clubs can proactively address players' public image, but it's crucial to prioritize athletes' character over likeability. Clubs can also incorporate these values into their communication strategies, emphasizing the importance of athletes as role models.