Looking Through the Hourglass of Fan Segmentation: Research Findings and Marketing Implications for Live Spectator Sports

The purpose of this research was to investigate the attendance range of spectators at an English Football Association Premier League club. The numbers of spectators in both percentage and absolute terms were calculated and allocated to three segments (heavy, medium, light attendance). The findings were compared to an earlier reported study in the United States and marketing recommendations based on related studies and industry expertise were proposed for those involved in live spectator sports.