Effect of Identification on Attendance at Team Sporting Events

Abstract

This study examines the relationship between identification and attendance at team sporting events. Based on Daniel Wann's Spectator Sport Team Identification Index attributes were selected to measure the relationship between identification and decision to attend road games of the Carolina Hurricanes. The study was conducted at the RBC Center in Raleigh, North Carolina during a weekday home game and a weekend home game. Fans of differing levels of ticket purchasing behavior were surveyed. The different levels ranged from season ticket holders to mini plan purchasers to game day purchasers. The results of the study indicated that team identification is a predictor of attendance at road games. Index items, in particular, that were stronger relationships include: "how closely the fan followed the team," "how strongly the fan's friend deemed them as a fan of the team," and "how important is being a fan of the team to them." The results show that the relationship between team identification and attendance at road games is unaffected by the type of ticket the fan purchased or whether they attend a weekend or weekday game. Professionals in the area of sport management can utilize the results in order to increase as well as cultivate their fan base. Currently, attendance figures for the National Hockey League are relatively low in comparison to other professional sports leagues in America. Therefore, offering trips to road games provides teams the opportunity to strengthen current relationships with fans and develop new relationships.