Study to investigate fans' real stadium experiences

With ‘fan engagement’ being a major buzzword in sport and venue marketing in recent years, the reality in many Australian sports this year, particularly in rugby league and rugby union, has been fans staying away for live fixtures.

This was highlighted when broadcasters were caught using old vision of NRL crowds in order to make attendances look bigger. The phenomena was also seen in the lead-up to the NRL Grand Final when organisers were accused of inflating crowd numbers and giving away free tickets.

Dr Keith Parry from Western Sydney University’s School of Business says it’s no wonder that some Australian sports teams are struggling to fill stadiums.

Dr Parry explains “in many of the big stadiums, the food can be expensive and poor quality; the cost of buying a ticket can be exorbitant; and with crowd congestion and traffic chaos, travel to and from the venue can also be difficult.”

Dr Parry says today’s fans can watch sporting matches at any time of the day or night on television, and stream sport endlessly on their mobile devices, highlighting “given the negative aspects of attending live matches and the unprecedented access to sport at home - it’s no wonder so many people are choosing to trade the crowds for the couch.”

In an attempt to better understand the preferences of stadium-attending Australian sports fans, Dr Parry is is conducting new research with the help of fan engagement consultant and independent researcher, Blair Hughes.

Sporting fans are invited to participate in the Western Sydney University study, to share their own experiences in relation to buying tickets and travelling to the major venues.

Dr Parry adds “the experience of attending a live sporting event can begin long before a person reaches the venue. It starts with the decision to attend and includes purchasing a ticket, getting to and from the venue, and getting home again – long after the final whistle has sounded.”

Participation in this study will involve taking part in short, anonymous online survey.

At the end of the survey, participants will be invited to participate in a follow-up interview and/or focus group.

Click here to take part in the survey.

For more information, contact Dr Keith Parry on 02 4620 3223, E: k.parry@westernsydney.edu.au. 

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