Tailoring Spectator Experiences for Non-Regular Attendants to Increase Stadium Capacity Utilisation in Football

The aim of this paper is to show in what way football clubs in smaller leagues with limited capacity utilisation can increase their per-game revenue by increasing the attendance frequency. A sequential mixed method research design was employed, involving both qualitative and quantitative methods, studying two clubs: Malmö FF in Sweden and FC København in Denmark. In order for the subject clubs to increase the attendance frequency of the spectators, these must be moved towards a higher level of the Psychological Continuum Model. The quantitative phase was comprised of a survey distributed at three separate occasions for each of the subject clubs. Four segments were identified to be of particular interest, two from each of the subject clubs. The two segments defined for Malmö FF were termed Entertainment Seeking Families and the Price Conscious Group of Friends. The two segments defined for FCK were termed Price Sensitive Experience Hunters and Family Focused Fans. It was found that for clubs to increase their total per-game revenue through increasing the attendance frequency for casual fans, they must provide experiences specifically designed towards the segments these belong to. In doing so, an increased range of psychological associations will be created in the minds of the attendants, thus strengthening the psychological connection, increasing the likelihood of upwards movement in the PCM and rate of attendance.