The demand for football attendance in Sweden

Abstract: This thesis uses ordinary least square analysis to estimate a model that explains the factors affecting fans in their choice of attending football matches in Sweden. The purpose of the thesis was to empirically study the subject of match attendance in Sweden. Our ambition was to determine what factors have the greatest explanatory values and discuss how club management may act in regards of marketing efforts. Data from 1324 fixtures during the seasons 2001-08 of the Swedish football league Allsvenskan was employed. Several explanatory factors were found to have a significant impact on attendance demand, with estimates suggesting that matches between teams from the same city to be the most influential one. The study finishes with proposals of marketing endeavours to Swedish football clubs given the results from the model.