Designing Experiences to Increase Stadium Capacity Utilisation in Football

Sven Junghagen, Simon D Besjakov, Anders Alrø Lund

Research output: Contribution to journalJournal articleResearchpeer-review

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Abstract

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 is shown how the two clubs can provide tailored experiences specifically designed towards the identified attendant segments. 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 psychological continuum and rate of attendance.
Original languageEnglish
JournalScandinavian Sport Studies Forum
Issue number7
Pages (from-to)89-117
ISSN2000-088X
Publication statusPublished - 2016

Keywords

  • Football
  • Stadium capacity utilisation
  • Psychological continuum model
  • Segmentation
  • Mixed methods
  • Experience economy

Cite this

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title = "Designing Experiences to Increase Stadium Capacity Utilisation in Football",
abstract = "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: Malm{\"o} FF in Sweden and FC K{\o}benhavn 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 Malm{\"o} 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 is shown how the two clubs can provide tailored experiences specifically designed towards the identified attendant segments. 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 psychological continuum and rate of attendance.",
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Designing Experiences to Increase Stadium Capacity Utilisation in Football. / Junghagen, Sven; Besjakov, Simon D ; Lund, Anders Alrø .

In: Scandinavian Sport Studies Forum, No. 7, 2016, p. 89-117.

Research output: Contribution to journalJournal articleResearchpeer-review

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AU - Lund, Anders Alrø

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AB - 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 is shown how the two clubs can provide tailored experiences specifically designed towards the identified attendant segments. 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 psychological continuum and rate of attendance.

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