From NPR’s book review of Scorecasting:
When they examined attendance data for the Cubs, one of the unluckiest teams in professional sports who have not won a World Series in 102 years, the authors found it to be remarkably stable — around 90 percent — no matter if the team was at the top of the league or on a losing streak. Fair-weather fans, it seems, actually incentivize a team to win; team owners and coaches will work harder to win games so they can sell more tickets.
Not only are fair-weather fans better for the organization, though. Being one is better for oneself, as fair-weather fans are more at liberty to chose entertainment options that “work for them,” as opposed to staying involved with a mediocre (aka boring) team.
In other words: Go, Cougars! (So long as they’re winning.)