Title

What style of football do 'consumers' prefer to watch? Preliminary insights from a new professional league

Document Type

Journal Article

Faculty

Faculty of Business and Law

School

School of Marketing, Tourism and Leisure

RAS ID

14271

Comments

This article was originally published as: Alonso, A. D., & O'Shea, M. (2012). What style of football do 'consumers' prefer to watch? Preliminary insights from a new professional league. International Journal of Leisure and Tourism Marketing, 3(1), 4-20. Original article available here

Abstract

The present study investigates the perspective of fans and non-fans of a club of Australia's A-League regarding the style of football they prefer to watch. A total of 1706 respondents participated and provided their own preferences in the form of comments. As many as 40.7% fundamentally prefer attacking football; in all, almost 80% indicated attacking, passing or both, highlighting their interest to see flowing, entertaining football. Interestingly, 11.6% just want the team to win, prefer all types or that of 'total' football, and 9.2%, 'the strategists' provide more elaborate comments in a clear allusion to their strong preference for the quality of play. These answers were more predominant among individuals with more club fan and membership 'seniority'. These individuals also planned to attend more games than other respondent groups. Implications of the findings for sport organisations and sport consumers, as well as avenues of future research are discussed.

DOI

10.1504/IJLTM.2012.046443

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