Motives and Points of Attachment Influencing Adult Spectator Attendance at High School Football Games
DOI:
https://doi.org/10.17161/jas.v11i2.23176Abstract
In the United States, high school sports is a growing industry segment. Given the rise in media coverage, including digital streaming and television rights, and increased revenue opportunities through ticketing and sponsorship deals, high school athletic staff and other marketing professionals working in this sector can benefit from understanding spectator motives to inform decision-making. Past literature points to distinct differences in spectator motives by level of play, yet high school spectators remain relatively unexplored. This study leveraged a survey (57 items) of attendees’ (N = 564; representative of 217 cities across 22 states) motives (i.e., excitement, family, nostalgia, role model, skill, social, and vicarious achievement) and attachment points (i.e., identification with the community, players, and the team) influencing their attendance behavior while accounting for differences by event type and gender. Multiple regressions tested the proposed research questions, and MANOVA isolated differences based on event type (i.e., special event versus regular season) and gender.
Results pinpoint differences in factors affecting attendance among the groups considered. Findings add to the limited literature exploring interscholastic sports and will prove valuable to industry professionals (e.g., athletic directors, coaches, marketing professionals, and sponsors).
Keywords: interscholastic sports, attendance, spectator motivation, attachment points
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Copyright (c) 2025 Dr. Armin Marquez, Dr. Beth A. Cianfrone, Dr. Timothy Kellison
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