African Journal for Physical, Health Education, Recreation and Dance (AJPHERD) December 2012 (Supplement 2), pp. 57-72.
Determinants of attendance at Premier Soccer League matches in South Africa: A qualitative investigation A.K. ISABIRYE AND J. SURUJLAL Faculty of Management Sciences, Vaal University of Technology, Private Bag X021, Vanderbijlpark 1900, South Africa; E-mail:
[email protected]
Abstract A qualitative investigation was carried out to establish determinants of Premier Soccer League (PSL) attendance in South Africa. Seven ardent soccer fans code named F1 to F7 were traced through a snowball sampling procedure used for data collection. Data were collected through open ended interviews that were audio-recorded, transcribed and then analyzed for common themes and categories which explained the determinants of soccer attendance. The results showed that there was no single factor that influenced the soccer fans to attend the PSL matches. Quality and popularity of participating teams, team affiliation, social and entertainment considerations, economic factors, stadium facilities, time schedules and individuals’ attachment to soccer as a sport emerged as determinants of the attendance of the sport. Depending on individual fans, the degree to which each of the afore-mentioned factors influenced one’s attendance varied. However, it emerged that individuals’ affiliation to specific teams and the quality and popularity of the participating teams greatly influenced the fans’ attendance. On the other hand, cost and economic considerations such as transport costs to the stadia were found to hinder many fans from attending the matches. It was concluded that the findings of this investigation could be used by soccer administrators and marketers to improve the attendance of soccer matches which has declined considerably in the recent years. Key words: Soccer, attendance, fans, Premier Soccer league, determinants.
How to cite this article: Isabirye, A.K. & Surujlal, J. (2012). Determinants of attendance at Premier Soccer League matches in South Africa: A qualitative investigation. African Journal for Physical, Health Education, Recreation and Dance, December (Supplement 2), 57-72.
Introduction According to a survey in the United Kingdom, roughly the same number of people attended church on a Sunday as those who attended a soccer game on a Saturday (Brierly, 1995). It is perhaps odd to link football and religion together, but their bond with each other is actually quite strong (Taylor & Taylor, 2009). In many instances soccer is considered a ‘religion’ among ardent fans. Soccer is a sport in which many people and organisations are involved directly or indirectly. Research that focuses on sports marketing and consumer behaviour related to soccer is significantly available. More importantly, a number of researchers have focused on what influences fans to attend football matches (Skourtis, Zafeiropoulou & Assiouras, 2011; Wann, Grieve, Zapalac & Pease,
58 Isabirye and Surujlal 2008; Won & Kitamura, 2007; Correia & Esteves, 2007; Robinson & Trail, 2005; Funk, Ridinger & Moorman, 2004). In South Africa, soccer is one of the dominant sports which enjoy huge spectatorship, participation and media presence. There have been numerous attempts by researchers and sports authorities in many countries to explain what motivates football and sports fans to attend live matches. As a result, motivational theories from various sociological and psychological perspectives have been proposed to explain factors that influence the attendance of matches by sports fans. In the 1980s, Sloan, Bates, Davis and Schweiger (1987) presented a sport consumer motivation measure – Sports Need for Achievement and Power Scale (SNAPS) that explained what motivated sports consumers to attend sporting events. A follow-up analysis of the SNAPS in 1989 derived 5 motivations that included the need to release stress, entertainment and stimulation seeking. Since then an increased number of researchers (e.g. Kim, Greenwell, Andrew, Lee & Mahony, 2008; Won & Kitamura 2007; Pederson, Kiil & Kjaer, 2011) in countries like Britain, the USA, Austrialia, Japan, Greece and Romenia have investigated similar phenomena. The literature explored in this investigation revealed a number of motivations that influenced fans to attend soccer matches at stadia. Social science research on sport distinguishes three dimensions of sport involvement: the behavioural dimension, the cognitive dimension, and the tendency dimension (Snyder & Spreitzer, 1973). Each of these dimensions can include more than one type of involvement. For example, the behavioural involvement in sport can take two forms: 1) direct participation in a sport activity; and 2) participation as a spectator or a fan by reading about sport and watching games on television or at the stadium. The two forms of participation direct or indirect (as spectators do) are equally important. This study focused on sports participation through the spectator’s role. Watching sport represents a predominant form of leisure behaviour in contemporary societies. A large number of people attend sporting events and think of themselves as sport fans (James & Ridinger, 2002). Establishing the factors that motivate individuals to watch sport is a theoretical and practical challenge for sport researchers and practitioners (Armstrong, 2002). Many studies have dealt with the sport spectator phenomenon and with behaviour of fans and spectators (Cohen & Avrahami, 2005). Therefore, the importance of researching the determinants of soccer attendance cannot be overemphasised. Rationale for the study In June 1992 South Africa’s membership of the world governing body FIFA was confirmed at their congress held in Zurich, Switzerland. The country was also
Determinants of attendance at Premier Soccer League matches 59 automatically admitted as a member to the Confederation of African Football (CAF), effectively putting it back on the soccer world stage. Within a short space of time the country won the Africa Cup of Nations in 1996 and thereafter qualified for the FIFA World Cup™ finals in France in 1998. In 2010 the country successfully hosted the FIFA World Cup™, winning extraordinary support from the people and uniting the different communities in the country (Wikipedia, 2012). On the national front since its formation, the South African Football Association (SAFA) has attempted to establish structures that ensure that soccer is available to all levels of the South African community. Currently, the country boasts of national age-group competitions from under-12 level upwards. It has qualified coaches who work around the country in nine provincial affiliates. These are further divided into 52 regions (Wikipedia, 2012). SAFA faces the challenge of increasing attendance of games and to ensure that the stadia constructed for the 2010 FIFA World Cup™ are fully utilized. The different clubs need to ensure that they attract as many fans as possible during the soccer matches. This fact justifies the need for research on the determinants of soccer attendance on the PSL in South Africa (Wikipedia, 2012). Examining sports business in the last decade, Skourtis et al. (2011) found out that sport organisations with the ability to capture factors that motivate fans to attend matches will be rewarded inter alia, with the ability to connect with their traditional fans and thus satisfy their needs. Bringing to the fore the motivators that drive individuals to the stadia is not only vital for sports organisations, the football industry but also for researchers and practitioners. Factors influencing attendance and the demand for football in countries such as Britain, Australia, America, Spain and Japan and other countries abroad are well documented (e.g. Wann et al., 2008; Won & Kitamura, 2007; Correia & Esteves, 2007; Robinson & Trail, 2005; Funk, Ridinger & Moorman, 2004). While Skourtis, Zafeiropoulou, & Assiouras (2011) studied causes of attendance at professional sports in Greece; Fallahi Asadi, & Khabiri (2011) compared what motivated fans of different age groups to attend soccer matches in Iran. In their investigation, Cohen and Avrahami (2005) noted variations in the factors that influence attendance, ranging from economic, social to psychological as determinants. It is evident from the available literature (e.g. Cohen & Avrahami, 2005; Kim et al., 2008; Won & Kitamura, 2007) that no single factor accounts for soccer spectators’ attendance or non-attendance. What motivates soccer fans in Spain, for example, may be either similar or different to what motivates American soccer fans. This implies that the factors influencing the attendance of soccer matches are largely dependent on the context. Sport has become a major attraction within the leisure and tourism industries. Hence, studies of the motivation behind participation in sport and leisure
60 Isabirye and Surujlal activities have generated an explosion of interest among sport professionals as well as members of the tourist and leisure industries who are interested in sport and leisure planning and marketing development (Recours, Souville & Griffet, 2004; Cohen & Avrahami.2005). Despite the fact that there has been a myriad of studies focusing on factors influencing the attendance of soccer matches abroad, there has been a scarcity of research investigating factors influencing fans’ decisions to attend soccer matches in South Africa. The present study was designed to investigate determinants of attendance of PSL matches in South Africa. An understanding of such factors could help soccer authorities and the departments of sports improve their marketing efforts; meet soccer fans’ needs as well as explain why individuals do or do not attend football games. Methodology Design To explain and understand the factors that determine people’s attendance of soccer games, a qualitative research design was adopted. The choice of a qualitative research design was based on the need for detailed information upon which conclusions and recommendations can be made. Henning, Van Rensburg and Smit (2004) argue that a qualitative research design enables the research to collect detailed information about a phenomenon. It is this type of information that expands the range of knowledge and understanding of the world beyond the researchers’ enabling them to render explanations that indicate why a phenomenon is the way it is, as opposed to merely presenting it as it is. Sample The researchers used a purposive sample, tracing the respondents through the snowballing sampling technique. The sample was thus selected in a deliberative and non-random manner to seek out only those respondents who had the best knowledge and experience in the area of investigation (Groenewald, 2004). To ensure that only informants with the required information were included in the sample, the researchers identified individuals who had interest in soccer, and who regularly attended PSL soccer matches. Initially, four individuals were identified. The initial four were then requested to assist in identifying and recommending other respondents who were willing to take part in the investigation. The process continued until a stage of data saturation, a point where no new data emerged (Groenewald, 2004; Henning et al., 2004). The point of saturation was reached after seven respondents had been interviewed.
Determinants of attendance at Premier Soccer League matches 61 Research instruments and data collection In order to obtain research-specific information, data were collected through semi-structured interviews. The interviews were planned as social interaction between equals. The process of the qualitative interviews entailed preparing the interview guide, getting acquainted with the interviewee, the actual interviewing and recording of the interviews (David & Sutton, 2004). Interviews were conducted in a conversational manner; and within each identified theme the interviewer conducted the conversation in a way that brought out as much detail as possible. Probing questions in this case were used for clarifications in case of unclear answers, to probe respondents’ views and opinions and prompt elucidations if the need arose. Probes were also used to explore new themes and issues that were not initially considered (Gray, 2004; Henning et al., 2004). In addition to probing, the interviewer used the reflecting and summarising techniques to understand the interviewees’ concerns and perspectives and to synthesise what they had communicated. Summarising was used to highlight and confirm major themes as they evolved during the course of the interview. Reflection included non-verbal behaviour like head nodding, filling in words that respondents could have omitted, summarising what the respondent had said, and emphasising specific content (Ezzy, 2010; Maritz & Visagie, 2010). In this regard phrases like, “It sounds as if you are saying that…”, “you do not attend soccer because...” were often used during the interviews. Interviews were conducted until data saturation was achieved. This was the period when new interviews could add little new information concerning the determinants of soccer attendance. For purposes of documenting the interview and data analysis, the interviews were audio-recorded and notes were taken. Field notes formed part of the data and served not only as a measure of triangulation, but were also used to record interviewees’ facial expressions, and easiness or uneasiness during the course of the interview. Such mannerisms were compared to the participants’ responses and used during data analysis to detect any mismatch between what the respondents had said and their body language. It was also used during the coding process to record the products of coding; explore the codes further; establish the relationship between categories and to identify gaps in the constructed categories (Dooley, 2002; Charmaz, 2002). The principal researcher and interviewer acknowledged the fact that a respondent’s testimony by itself is weak evidence. It was therefore ensured that multiple “takes” on a single issue were obtained. In this regard some questions in the interview guide were posed just for purposes of confirming or checking the validity of the respondents’ previous answers (Ezzy, 2010). Data analysis An iterative (non-linear) process was followed to analyse the data. Collected data were organised and re-arranged following the dictates of a qualitative research
62 Isabirye and Surujlal involving a process of coding as revealed by Henning et al. (2004) and Ezzy (2010). Each interview was audio recorded and transcribed verbatim. The data were then compiled, labelled, separated and organised through a process called coding. Prior to coding, the researchers listened to the audio taped interviews, read and re-read the transcripts several times. This did not only assist the researchers to get to know the data, but also to determine its quality (Hopkin & Lee, 2001; Holliday, 2007). When analysing qualitative data, it is vital that the researcher focuses on the research question. In this investigation, the researcher constantly referred to the research question thereby ensuring that the analysis was focused. The initial stage in data analysis entailed reading through the transcripts line by line and identifying phrases and words that were pertinent to answering the research question. The phrases identified were named (coded) according to the meanings they carried. The second stage involved grouping phrases that carried similar or related meanings together. Each group of related phrases was then labelled with a phrase that captured the gist of the related phrases. The constructed groups constituted the provisional categories and the phrases in the subcategories (Holliday, 2007; Belawati & Zuhairi, 2007; Hopkin & Lee, 2001). Formed categories and subcategories were assessed to ensure that all subcategories grouped together related to the label (name of the category) assigned to them. Questions on whether some categories should be combined or even deleted were asked. In some cases categories that did not relate to the research question or which had very few pieces of data were deleted. When all the sets of collected data had been coded and categorised, it was possible to note the relationships between all the formulated categories, what the categories jointly indicated and how they addressed the research questions (Henning et al., 2004; Holliday, 2007; Mellion and Tovin; 2002). Six major categories were used to answer the research question in this investigation. These were quality and popularity of participating teams, team affiliation, social and entertainment considerations, economic factors, stadium facilities, time schedules and individuals’ attachment to soccer as a sport. Credibility Maritz and Visage (2010) indicated that the credibility of a research is about truth-value and truth in reality. It means that the researcher conducts the investigation in such a manner that the likelihood of the findings being found credible is improved. Two most ideal instruments to ensure that the research measured what it was supposed to measure were semi-structured interviews and the researchers who acted as the major data collection instrument and the centre of the analytic process (Henning et al., 2004). As an instrument of data collection and the centre of the analytic process, the researcher tried to ensure his own credibility
Determinants of attendance at Premier Soccer League matches 63 and therefore that of the research by avoiding personal assumptions and pre– conceived ideas to influence the outcomes the research (Creswell & Miller, 2000). The researcher also usedmember checks as a strategy to increase the study’s credibility. The transcripts and emergent themes were made available to three participants to ascertain whether they captured the correct information during the interviews. The feedback received confirmed that the data were correctly collected and interpreted. Ethical considerations This investigation was guided by a number of ethical considerations some of which are contained in the report by Belmont (in Maritz and Visagie, 2010). All participants were informed both verbally and through a covering letter of the purpose of the study and the related advantages and benefits of the investigation. They were informed that participation was voluntary and that they could withdraw from the interview at any stage without victimisation. Furthermore, the methods and procedures of data collection through recorded audio interviews were clearly explained to the participants. Assurance was given to participants that the collected data would not be used for any other purposes other than those stated in the letter. Participants were also assured that the collected information would be treated with confidentiality and that their identities would remain anonymous. Results All interviewees were passionate supporters of different soccer clubs in the PSL. They regularly attended PSL matches either in support of their teams, for entertainment or just for the love of the sport. Whilst the study initially set out to investigate factors influencing their attendance of matches at soccer stadia, it also explored factors that discouraged them from attending. All respondents indicated that they would attend matches if their team (team affiliation) was playing. However, in cases where their teams were not in action, the playing teams’ quality and popularity (quality and popularity) determined whether they attended a match or not. Some interviewees attended soccer as a way of socializing with friends and entertaining themselves (social and entertainment). The availability of financial resources (economic factors) was also found to determine or deter attendance, just as factors related to stadium environment and facilities (environment and stadium facilities) did. It also emerged that for working fans, the time (time schedule) when matches were scheduled either positively or negatively influenced their attendance. There were also fans who indicated that their love for soccer as a sport (individuals’ attachment) was a major determinant of their attendance.
64 Isabirye and Surujlal Discussion Environment and stadium facilities Most respondents indicated that that facilities and the stadium environment were major determinants for PSL soccer attendance in South Africa. Respondents also highlighted that before attending any soccer match, they took into consideration the cleanliness of ablutions, seating capacity of the stadia, parking space and the potential for congestion at the stadium. While respondent 5 (F5) described stadium facilities in South Africa as fantastic, he hastened to indicate that he would not watch soccer in an unclean environment. In support of F5, and referring to some of the stadia (before their renovation for the 2010 World Cup™,) respondent F4 indicated that a dirty environment and inadequate facilities are major deterrents to soccer attendance. In a question that aimed at finding out whether such environment would affect his decision to attend a soccer match, he replied thus: “Yes it will affect the decision to go (attend). Because you can hear even when you go to buy the tickets the people saying I don’t like that stadium”. F5’s sentiments were also reflected in F7’s response which emphasised that better facilities and a good environmement were major considerations for him before attending a match. This finding is consistent with the results obtained in studies conducted by Hill and Green (2000), and Dale, Iwaarden, Wiele and William (2005). The researchers noted that sports facilities were one of the two factors that influenced fans attendance of soccer matches. When asked how he liked the stadium environments when he attended soccer matches, F2 indicated that some stadia have small parking areas and are congested – thereby discouraging him from attending some games. Greenwell, Fink and Pastore (2002) recognise that stadia with ample parking, scoreboard entertainment, proper sanitary and toiletry facilities, seating comfort and better accessibility draw larger crowds of attendees than those with poor facilities. The finding highlighted in the preceding paragraph is reflective of the findings of an investigation conducted by Pederson et al. (2011), which examined fans’ preferences of facilities at the Fiona stadium in Denmark. In that study, it was concluded that issues pertaining to stadium facilities, staff, facilities maintenance, and quick and easy access to the stadium were most valued by the fans and enhanced soccer attendance. However, as argued by F4, fans with high level team identification are likely to disregard the poor facilities and attend soccer matches in spite of the poor facilities. This view is captured in the following excerpt:
Determinants of attendance at Premier Soccer League matches 65 “I’m going there just because I want to watch my team. Some times when the team (fan’s team) fail (to succeed) I will never go to that stadium (stadium with poor facilities) just because it is not right.” Previous studies (Fallahi et al., 2011; Skourtis, et al., 2011; Brokaw, Stone & Jones, 2012) have observed that customers with high level team of identification have little concern for the state of available facilities when attending matches. Economic factors Economic factors emerged as a strong determinant influencing the attendance or non-attendance of PSL soccer matches. Two major issues relating to the cost of attending matches emerged during the interviews were the prices of tickets and expenses incurred on transport to the stadiums. Although a majority of the respondents indicated that they were willing to pay any price to attend a PSL soccer match, they also indicated that their friends, especially those who were unemployed, were reluctant to attend highly priced soccer. This view is captured in the following excerpt taken from Respondent F6’s statements: “To me they (the ticket prices) don’t (affect attendance). When you are passionate about soccer you attend as long as you have got a chance.... But with regards to my friends who are not working the price of the tickets always determine whether they will attend or not.” In support, respondent F4 indicated that ticket prices would not deter him from the stadium because the prices were generally reasonable. However, asked whether an increment of what he considered unreasonable would make him decide against attending any match, the respondent revealed that he would rather go for a lower category ticket in order to attend the match. Similar sentiments were expressed by F7 although the respondent added that he would not attend the match if tickets for matches which featured teams in danger of relegation were overpriced. These findings suggest that increased ticket prices are unlikely to deter devoted soccer fans who have a source of income from attending matches. This finding is reflected in the following excerpt by respondents F5: “At any cost I can attend a match. The last time I watched an international match was between Kaizer chiefs (his team) and Manchester United from the U.K. The price of that match was about R 120.00.” Respondent F5 also explained that after he had missed out on the tickets at that price, he did not hesitate to buy one at the black market for a price of R 270.00, more than double the official price. This confirms that increases in ticket prices are unlikely to deter devoted fans from attending matches.
66 Isabirye and Surujlal Generally, as most of the respondents indicated, higher ticket prices attracted fewer fans to the stadium, while lower prices encouraged more fans to attend. This observation is supported by Feeham, Forrest and Simmons (2003); Brokaw, Stone and Jone’s (2012) assertions that a soccer match is just like any other normal good or service governed by the forces of supply and demand; and that among soccer fans there are those to whom soccer is like a religion. While cheaper tickets attract more fans to the stadium, overpriced ones discourage attendance. To those who are religiously caught up in the intricacies of the game, and who closely identify themselves with specific teams, the price of soccer tickets may not deter them from attending a game. With regard to expenses incurred on transport many participants indicated that the closer they were to the stadia, the more likely it was that they would attend the matches. When asked to indicate the most important factors that determined soccer attendance, most respondents highlighted that the proximity of the stadium coupled with the expenses likely to be incurred to reach the venue, were the first factors to be considered. While the respondent attended all games (in which his team participated) that were played in his province, matches that were scheduled to take place outside his province were not attended. This is captured in the following excerpt by F6: “...proximity determines the attendance. Like especially games played in Polokwane... Cape Town (cities outside his province). It is very far from me. I have not attended any matches” (played in those towns). It was against this background that F5 suggested that a partnership between municipalities and soccer clubs to subsidise fans’ transport to the soccer venues could lead to an increase in soccer attendance by sports fans. Quality and popularity of the teams One of the driving forces behind increased soccer attendance is the quality and popularity of the teams involved that were involved in the PSL. All respondents indicated that the popularity of the teams that were playing was a major factor that attracted them to the stadiums.. When asked what factors they considered before deciding to attend a match, all respondents indicated that, in addition to witnessing their team play, they would attend if big or quality teams were scheduled to play. In a response that epitomised all the responses for instance, F6 revealed that before making a decision to attend a match, he would look at: “... the teams, how best they compete with each other... I’m interested to see the best teams... quality.” When asked which matches he would attend if he had to attend only a few matches in the league, the respondent confirmed his earlier response by
Determinants of attendance at Premier Soccer League matches 67 identifying the four most popular (and therefore quality) teams in the league. This is encapsulated in the following excerpt: “I would attend Orlando, Pirates Vs Supersport and Supersport vs one of the two... because they “...are they are the best teams in South Africa.” The findings of the current study confirm Fallahi, Asadi and Khabiri’s (2011) observation that there is a relationship between team quality and the level of rivalry between the teams and increased match attendance. The results of this investigation therefore confirm that teams with the highest number of star players and a high winning percentage within the league have the potential to draw crowds. In the study, it was discovered that those teams that are normally in the relegation zone or are displaying poor form in the league are less likely to attract attendees. When asked if there were any matches they had not attended in the league, a majority of the respondents confirmed that they did not attend matches played by teams which were in danger of relegation. Asked why he did not attend some matches, F5 indicated that: “... because I have a feeling that the teams are not good...even if I attended I would not have value for money” (spent on the ticket). On the same issue, F2 indicated that he never attended matches: “... Played by teams on low levels of the league.” These responses supported the assertions of Gitter and Rhoads’ (2010) and Pederson et al.’s (2011) that quality teams get positive publicity while the weaker teams are negatively portrayed in the media. It appears therefore, that while negative publicity has the potential to keep soccer fans away from stadia, positive publicity could attracts fans. Team affiliation and familiarity All respondents were affiliated to and supported at least one of the teams in the PSL. It emerged that team affiliation was the strongest factor influencing soccer attendance by fans. Such affiliation creates a sense of belonging among members who supported the same team and was projected through their attendance at the stadiums. Dhurup, Dubihlela & Surujlal (2010) also reported that attachment to a team was rated the most important factor in a fan’s decision to attend a soccer match. All respondents indicated that as long as their teams were playing, they felt that they had to attend the matches. In the words of F6: “I always attend as long as Orlando Pirates (his club) plays around Gauteng province.” F2’s response to a question that solicited to establish which games he would attend if he had to attend only a few games in the league, further confirms team
68 Isabirye and Surujlal affiliation as a major determinant of soccer attendance. The respondent indicated that on the occasions when his team plays: “... I must attend. I make sure that I buy my ticket long before the match.” F1’s attendance to support her team was, however, not without conditions. Though an affiliate to one of the PSL teams, the respondent revealed that she would only attend: “if we are ( her team) doing well... but if we are doing very bad, if the results are discouraging , ...I get discouraged ( to attend).” The above finding is not only consistent with the views of Fallahi et al. (2011) and Brokaw et al. (2012) but also reveals that team affiliation has at times been coupled with the team playing quality football if some fans have to be attracted to the stadium. Therefore, when fans develop a sense of belonging and affiliation to a particular team, they are more likely to attend soccer matches in large numbers when such a team is playing. But if the team continues playing poor soccer, the attendance is bound to be reduced. Social and entertainment motivations It was evident from the responses of all the participants that soccer is not only a sport but it is also a social event where fans go to meet friends and relatives. When asked if attendance of friends and family would influence their own attendance, all respondents answered in the affirmative. F1, for example, indicated that it is fun when one attends a soccer match in the company of friends and family. But soccer occasions did not only provide opportunities for fans to meet friends and relatives but were also used as occasions to drink, eat and make merry. Explaining one of the reasons that motivate him to attend, F3 explains that one goes: “...out there to have some braai (with friends)...and meeting with different people.” In the same vein some respondents indicated that if soccer attendance has to be enhanced, popular artists could be invited to entertain the crowds prior to the beginning of the matches and during breaks. Associated with the social and entertainment motives for attendance, was the issue of respondents’ desire to have a break in their everyday routines, stressful work and relationships. The implication of the above findings suggests that soccer attendance provides opportunities for many fans to share quality time with their friends, families and colleagues who enjoy soccer. The need for socialisation and entertainment are two major determinants of soccer attendance. This observation resonates with the results of Cohen and Avrahami’s (2005) and Skourtis et al.’s (2011) investigation on what drove motivated Greek fans to attend sporting events.
Determinants of attendance at Premier Soccer League matches 69 Individuals’ attachment to soccer as a sport Apart from the fact that the participants in this investigation were ardent supporters of their individual clubs, and that this was a major determinant of their attendance, some of them were simply attached to soccer as a sport. Such fans indicated how passionate they were about soccer and showed that they were prepared to attend the matches whether their teams were playing in those particular games or not. These fans did not only get a sense of accomplishment and achievement when their favourite team was successful, but also tended to associate themselves with any successful team. When asked what would increase the likelihood of his attending PSL matches for instance, F5 revealed that it will depend on: “... Improvement of the quality of other clubs... I do not want to get stuck (support) to only three clubs (the quality clubs). Other clubs must also ensure that they improve...” In agreement with F5, F6 also indicated that quality improvement of other clubs made him more passionate about soccer and was bound to make him attend many more PSL matches. Brokaw, Stone and Jones (2012) noted that such individuals develop a fondness for the game, enjoy it and know all the intricacies involved in the game. Time schedules Brokaw et al. (2012) underscore that for any sporting event to attract attendees, it must become an integral part of their schedule. Three of the respondents in this investigation indicated the time at which matches are scheduled was a major determinant of attendance. When asked why they missed some matches in the PSL, the interviewees revealed that the matches had been scheduled to take place either at night, during working hours or during the week. What this means is that if attendance is to be increased, the scheduled times for the matches should coincide with the lifestyle and schedule of the fans. If the scheduling clashes with the fans’ schedule the event may not be well attended. This contradicts Brokaw et al.’s (2012) study which found that scheduling as a factor influencing college student attendance of athletic events in America ranked extremely low. This led the researchers to conclude that a true fan would somehow find time to attend in spite of the time schedule clashes. Limitations and implications for future research One major limitation with the investigation was the small sample size. This, coupled with the fact that it was a qualitative study, implies that the findings may not be generalised to wider populations with the same degree of certainty. Furthermore, there is also a need for a study that focuses on participants who do not attend soccer matches to get their views with regard to reasons for non-
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