| In response to financial challenges, there is a strong likelihood that intercollegiate athletic departments will further emphasize attendance growth at football games. It is necessary to ensure future football game attendance in order to sustain non-revenue, Olympic sport programs which have traditionally struggled to be profitable. The purpose of the current study is to identify the most influential factors affecting attendance at football games. The study investigates the relationship between facility, concessions, merchandise sales, pre-game activities, in-game entertainment and other aspects. The students, faculty and staff at a large, public university in the South were selected as participants in this study. The results of the survey (N = 998) were analyzed to determine statistically significance among attendance factors when focusing on the background of respondents. Based on the results, the discussion of each attendance factor focuses on the practical implications for collegiate marketers. |
