FiT Publishing

Reported attendance for most sport events is based on tickets disseminated, not actual number of spectators who physically enter the venue. Yet nearly all live sport event demand studies are based on reported attendance rather than the actual attendance. The current study examines multiple measures of home game attendance for NCAA Division I college football programs as reported from both game box scores and post-event scanned ticket audits provided to The Wall Street Journal. Regression models are utilized to examine factors that have a statistically significant relationship with...Read more

This study investigates the impact of restricted crowds caused by the COVID-19 pandemic on the margin of victory of games in the NBA. Using 12,500 game-level observations from 11 NBA seasons from 2010/11 to 2020/21, the study first shows that during the COVID-19 season of 2020/21, games had a greater average margin of victory than any of the prior seasons. Regression results reveal that games played in front of restricted crowds were more likely to be won by a margin of 15, 20, or 25 points than games played in front of non-restricted crowds. The results indicate similar effects for games...Read more

In this study, we estimate an attendance demand model in a reduced form, with uncertainty as one of the determinants of demand, to test the uncertainty of outcome hypothesis (UOH). Data from the Russian Football Premier League (RFPL) are used. These data fit our requirements for two reasons. First, there are few sellout matches, so demand for tickets in the RFPL is not restricted by stadium capacity. Secondly, there have been no articles devoted to the study of outcome uncertainty in the RFPL. The results indicate that the UOH does not explain the behavioral pattern of attendees in the...Read more

While assessment of team-level marketing performance for a professional sport franchise is important for both the team marketer and the researcher to develop a marketing strategy and understand marketing performance, no evidence using a full set of teams for a long period of time currently exists. We propose that marketing performance can be estimated with a stochastic frontier model. Using twenty seasons of Major League Baseball (MLB) attendance data, we estimate the frontier attendance (i.e., the maximal Which Professional Sport Team Has the Best Marketing Performance in Driving...Read more

This study tests the uncertainty of outcome hypothesis for single games and playoff appearances in the Korean Professional Baseball League from 2007 to 2015. Our panel data analysis shows that the difference in winning percentages between two teams and playoff uncertainty based on games behind are important factors for increasing game attendance. This study supports the potential importance of analyzing daily game attendance of the literature on diverse sport leagues. It also presents implications for policymakers and league owners—which typically leverage teams as promotional instruments—...Read more

Understanding what leads individuals to consume the product of sport is central to the study of the sport management discipline. Though the study of sport consumer behavior benefits from an extensive body of work, many key issues (e.g., external validity concerns) still require attention. This meta-analysis provides a comprehensive and systematic empirical review of the sport (mostly team sport) attendance literature. Specifically, this study examines the relationship between three categories of predictors (fan-focused, relation-ship-focused, and product-focused) and sport attendance. Also...Read more

This paper investigates factors that contribute to attendance in Major League Soccer with a primary focus on the effect of repeat rivalry matches during a season. Using ordinary least squares, a panel of 2,193 matches (6 seasons) finds significant effects of a variety of match determinants, including how rivalries are defined in the estimation. With an increased focus on creating rivalries, the data supports potential diminishing returns from overscheduling of rivalry matches. Fans and leagues appear to place a high value on scheduling rivalry matches, however it appears these impacts are...Read more

Although the concept of rivalry is widely recognized as a contributing factor to consumer demand for sporting events, who constitutes a rival and to what degree rivalry influences attendance remains vague. Previous demand models consistently included rivalry as an explanatory variable but represented rivalry in inconsistent ways that often violated rivalry’s core properties (i.e., non-exclusive, continuous in scale, and bidirectional). This study reviews past specifications for rivalry and tests multiple rivalry variables, including a 100-point allocation measure that conforms to rivalry’s...Read more

Using data from the Russian Premier League, this paper estimates brand strength of a football club as the effect that club has on attendance when it is the visiting team. This objective measure of sports club brand contrasts with the subjective, survey-based measures common in the literature. The analysis then turns to the determinants of this measure of brand, tracking its evolution across seasons and relating it to the history of success of the club. The results confirm that greater success raises brand strength and that brand does not depreciate quickly over time.Read more

Applying probit in Mexican micro data we conclude that sporting event attendance is determined mostly by education, income, gender, employment, marital status, ethnic origin, urbanization, and age. Showing that education is so central in the decision to attend a sporting event in developing countries is perhaps the most distinctive feature of the study; highly educated people are seven times more likely to buy tickets to sporting events than those with little formal education. The data fit information criteria confirms the importance of education. These results reveal yet another mechanism...Read more