Research question: Sport fandom is acknowledged as offering consumers the opportunity to differentially engage as well as co-create value through network interaction, enhancing social well-being and social integration. However, recent research indicates that sport fandom escalates or de-escalates over time with calls to examine the intersection of parenting and sport fandom. This research focuses on mothers and fathers and examines how their sport fandom intensifies or declines as a consequence of having and raising children. This research will add to our understanding of fandom by identifying when and under what circumstances sport fandom is a bonding or detaching experience for parents and the role it plays in socialization and consumer behavior.Research methods: The study adopts a multi-method interpretive qualitative approach, using in-depth interviews and an online discussion forum. The sampling frame consists of a total of 35 parents using two stages of research (Stage 1 n=15, Stage 2 n=20). Participants are at varying stages of parenthood with single and mixed gender families.Results and findings: The study develops a typology of (de)escalating sport fandom during parenthood and differentiates between fandom as pertaining to an individual or social identity. Data also reveal varying dichotomies, such as excess and moderation, risk and reward, individual and shared behaviors (including customer-to-customer interaction) as well as perceptions of allegiance and disloyalty.Implications: Knowledge of parenting and sport fandom will assist managers in developing effective loyalty schemes and marketing packages and will offer an understanding of the temporal effect of having children on fandom.