Why visit the arena? A quantitative study of Swedish consumers' intentions to attend the arena to watch football in Allsvenskan

Abstract: To succeed as a sports organization the ability to draw spectators to the arena is vital. This thesis takes a closer look at Swedish football fans and investigates which factors that affect their intention to attend the arena to watch a football game in Allsvenskan. The data was 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 higher importance of a game positively impact the intention to visit the arena to attend a game in Allsvenskan. There is also a proven difference regarding the intention to visit the arena dependent on the respondents' gender and the historical performance of the team respondents are considered fans of.