Timothy D. DeSchriver, Daniel A. Rascher and Stephen L. Shapiro
Two of the primary growth strategies for Major League Soccer (MLS) have been team expansion and the construction of soccer-specific stadiums. Therefore, the purpose of this paper…
Abstract
Purpose
Two of the primary growth strategies for Major League Soccer (MLS) have been team expansion and the construction of soccer-specific stadiums. Therefore, the purpose of this paper is to determine the relationship between these factors and game-specific MLS spectator attendance.
Design/methodology/approach
Two multiple regression models, one using multi-level mixed effects linear regression and another using interval regression, were developed to explain the variation in attendance utilizing the two factors of interest along with other control factors that have been identified as attendance determinants in previous literature. Game-specific data were collected for five MLS seasons, 2007-2011.
Findings
The two regression models explained approximately 40 percent of the variation in spectator attendance and the results showed that expansion teams and soccer-specific stadiums were significantly related to attendance. However, the effect of soccer-specific stadiums was minimized due to the extreme success of the Seattle Sounders in drawing about twice as many fans as the next highest drawing franchise, yet playing in an American football stadium.
Research limitations/implications
While many of the standard factors such as the presence of holidays and novelty players, competition from other professional teams, and day of week, competition from other professional teams; team quality failed to show significance. Expansion teams drew better than incumbent teams and the impact from soccer-specific stadia is weak given the success of the Seattle franchise (and possibly negative when excluding Seattle). Censoring of the dependent variable had a discernible impact on many of the attendance factors.
Practical implications
These findings may be useful to managers of MLS and their teams along with other professional teams and/or leagues that are investigating the use of either team expansion or the construction of new facilities to increase spectator attendance.
Originality/value
This is the first study to investigate the relationship between expansion and new stadium construction in MLS over multiple years. The results indicate that MLS’s decision to use team expansion and the construction of soccer-specific stadiums has been beneficial with respect to spectator attendance.
Details
Keywords
Jackson Sears, Beth A. Cianfrone and Timothy Kellison
The usage of sport stadia for public service is increasingly common and may come in different forms. In the COVID-19 pandemic, this included sport entities hosting mass COVID-19…
Abstract
Purpose
The usage of sport stadia for public service is increasingly common and may come in different forms. In the COVID-19 pandemic, this included sport entities hosting mass COVID-19 vaccinations at their stadiums. The purpose of this study was to examine the branding effects of a COVID-19 mass vaccination center as communicated by (1) a sport entity (i.e. stadium and its two teams) and (2) the public.
Design/methodology/approach
The authors analyzed the entity's social media messages related to the mass vaccination center for the three groups, the stadium and its two sports team tenants (N = 48) while comparing the public's social media content about the vaccination center (N = 187). An empirical material coding analysis was conducted.
Findings
The sport entity's posts revealed 12 codes, five categories and two themes communicated about their brand: In this together–community impact and showcasing brand attributes. The public posts analysis revealed 21 codes, eight categories and four themes, creating brand awareness, establishing/reaffirming brand attributes, affective response and in this together–community response.
Originality/value
The identification of the two organization themes and four public themes provided an initial examination of the mass vaccination efforts' impact on the sport entity's brand. With the rise of stadia being utilized as public service venues (e.g. voting centers and disaster shelters), the results of the study can provide guidance to communicating the host team's brand during these times. Results also suggest the public perception of such service reflected positive opportunities for brand exposure and subsequent effects for the teams.
Details
Keywords
Erik Winell, John Armbrecht, Erik Lundberg and Jonas Nilsson
The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports.
Abstract
Purpose
The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports.
Design/methodology/approach
In doing this, the authors performed a structured review of 42 academic articles published between 1992 and 2020 that all focus on how fans respond and are affected by the commercialization of elite sports.
Findings
The structured review shows that the impacts of commercialization on fans relate to four different themes. These are (1) fan identity, (2) fan attitudes, (3) fan emotions and (4) fan behaviours. However, the analysis also shows that research within each category is largely scattered, and more research within each category is needed.
Originality/value
The paper highlights the complex and dynamic nature of commercialization. It presents a research agenda for future research and emphasizes a need to integrate the interests of several stakeholders when managing the impacts of elite sport commercialization.