Title

The "ideal" football experience in the context of a recently established professional league

Document Type

Book Chapter

Publisher

Emerald Group Publishing Limited

Faculty

Faculty of Business and Law

School

School of Business

RAS ID

17193

Comments

This chapter was originally published as: Duarte Alonso, A. , & O'Shea, M. (2013). The "ideal" football experience in the context of a recently established professional league. In J. S. Chen (Eds.). Advances in hospitality and leisure (pp. 3-27). Bingley, England: Emerald Group Publishing Limited.

Abstract

In the highly competitive professional sports industry, managers of a newly established competition face many challenges, including ‘‘converting’’ or gaining the allegiance of new groups of consumers (fans, spectators) to their colors. One critical aspect in the converting process relates to the ‘‘ideal’’ game-day experience as perceived by would-be consumers. Gaining knowledge about this area could be critical to professional sport marketers in enhancing the perceived quality of sport events. This study examines the ideal football experience among 1,412 fans of an Australian A-League football (soccer) club. The importance of a lively atmosphere, that of high turnouts of spectators and the opportunity to watch quality and attacking football are highlighted in most comments, even relegating the game’s final score (winning) to a more marginal level of importance. Some of the implications of the findings for professional football marketers and avenues for future research are presented and discussed.

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