Vol. 7 2016, pages 89–117
Published October 5, 2016
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.
About the Authors
SVEN JUNGHAGEN is Associate Professor at the Department of Management, Politics and Philosophy, Copenhagen Business School, Denmark; and Visiting Scholar at the Department of Sport Sciences, Malmö University, Sweden. His research addresses strategic management and marketing in, of, and through sport. His primary empirical field of study is professional football clubs in different commercial contexts.
SIMON BESJAKOV holds a MSc degree in Economics and Business Administration with a concentration in International Marketing & Management from Copenhagen Business School. His research interests lie in the financial and managerial implications in managing sports organizations in their sociological setting.
ANDERS LUND holds a MSc degree in Economics and Business Administration from Copenhagen Business School. His primary research interests lie in understanding how sociological theories can be applied in marketing sports organizations and the effects of this on financial performance.