Reasons that contribute to the attendance or absence of fans (as consumers) at soccer stadiums

Abstract

The purpose of this study is to understand the factors which contribute to fans of a certain soccer club (as consumers and their respective behaviors) attending or not soccer matches in the state of São Paulo (Brazil). The survey follows a quantitative approach using questionnaires with the Motives for Attendance (MAS) and Motives for Non-attendance (MNAS) scales. The questionnaires were administered in loco in all stadium sectors during matches of the top state soccer league of São Paulo in 2020, and all the respondents signed a consent form. A total of 99 people answered the questionnaire. For the team’s loyal fans and those that follow it as a second team, supporting the team in the stadium and the thrills afforded by the matches are the main factors that drive attendance. For non-supporters, the reasons for attending matches are related with the socialization that occurs during the event. On another hand, the reasons that keep people away from stadiums relate to issues of comfort, infrastructure and ticket prices. In contrast to previous studies in the literature, this study shows the perspective of fans from a smaller soccer club.