Theses on Fan Engagement and Match Attendance
Beatrice Lantz and Vilma Pettersson (2022)
Abstract: To succeed as a sports organization, the ability to draw spectators to the arena is vital. This thesis examines Swedish football fans and investigates which factors affect their intention to attend the arena to watch a football game in Allsvenskan. Data were collected through a self-completion questionnaire distributed mainly in Swedish Facebook groups for fans of Allsvenskan football teams.
The results indicate that higher team identification, higher expectations, and the perceived importance of a game positively impact the intention to attend a game in Allsvenskan. There is also a difference in intention to attend the arena depending on respondents’ gender and the historical performance of the team they support.
Alexander Pagot and Lennart Reje (2021)
Abstract: The purpose of this study is to explore the extent to which Swedish football fans believe that managerial change leads to improved results. It also investigates how fan loyalty affects this belief. The study builds on previous research on managerial change and examines the phenomenon from the perspective of fan loyalty. This empirical study collected data through a survey distributed via Swedish football internet forums.
The results show that Swedish football fans appear to believe that managerial changes lead to improved results. The findings also suggest a possible correlation between this belief and the level of fan loyalty. This belief may help explain why football clubs often replace managers during periods of poor performance, even though research shows no clear positive effect on results. The findings suggest that football clubs should tailor their communication about such decisions to different groups of fans.
Anton Bergman (2019)
Abstract: The purpose of this bachelor’s thesis was to study how two major Swedish football clubs with similar conditions can differ substantially in attendance levels. Since 2013, Hammarby Fotboll and Djurgården Fotboll have shared the same stadium. During this period, Hammarby Fotboll has significantly outperformed Djurgården Fotboll in attendance. To gain insight into the clubs’ strategies for attracting supporters to matches, two semi-structured interviews were conducted with key representatives from the clubs. A content analysis of the clubs’ official Instagram accounts was also carried out to examine their strategic communication.
The findings indicate that the clubs differ in how distinct and targeted their strategies are. The study suggests that Hammarby Fotboll has benefited from its position as an underdog, while Djurgården’s ice hockey team, which has high attendance, may draw spectators away from DjurgårdenFotboll.