Tribalism is an axiomatic characteristic of sport consumerism yet there does not appear to have been any attempt in contemporary sport marketing research to measure this phenomenon. This data collection develops measures of tribalism, team brand loyalty, team brand value and personal/group identity in English and Australian professional rugby league and rugby union fans. These measures (constructs) have not been developed previously in regard to these sports. Combinations of qualitative and quantitative research techniques were used in this thesis research (i.e. a multi-method approach). The primary research method involved the development and delivery of a comprehensive online survey that was distributed via selected club (N = 7) web sites to a total of 2,214 self-proclaimed fans of either an English or Australian professional rugby league or rugby union team.