Membership retention in professional sports organisations
by Mark Brown, Darian Misko, Dennis Lee
International Journal of Sport Management and Marketing (IJSMM), Vol. 6, No. 1, 2009

Abstract: Considerable research has investigated factors influencing attendance at sporting contests and events. Surprisingly little research has been forthcoming, however, regarding factors that influence 'heavy user' fans, manifested commonly as season ticket holders, to renew their season-long memberships. This paper presents findings of a study of season ticket holders of a professional football organisation. Employing partial least squares analysis, results indicate that team performance, sportscape features, and media advertising significantly influence decisions to renew season tickets. Fan identification and the presence of star players do not appear to have any such influence. Implications for managers and directions for future research are discussed.

Online publication date: Thu, 25-Jun-2009

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