Promotions and Themes: An Empirical Analysis of Attendance Promotions and Themes: An Empirical Analysis of Attendance Factors in the National Women's Soccer League

A summary of the research:

This study looked into what makes people attend games in the National Women's Soccer League (NWSL), which has been growing quickly since 2013. Specifically, the researchers wanted to see how "themed events" (like Pride nights or cultural celebrations that create special atmospheres) and "promotions" (like discounted tickets or giveaways) affect game attendance. They gathered data from all 167 regular-season home matches in the 2023 NWSL season and also considered other factors like when games were played around the World Cup, if famous players were on the visiting team, and the income and population of the cities where teams are located.

The main findings showed that themed events significantly increased attendance at NWSL matches. However, traditional promotions like giveaways had a positive but not statistically significant effect. The study also found that attendance was notably higher after the Women's World Cup and when well-known players were on the opposing team. Factors like the city's income level and the team's ability to score more goals than they give up (goal differential) also played a role in drawing fans. These results offer important advice for NWSL teams on how to attract more fans and continue the league's growth.

Here are three key practical takeaways from the article's results for coaches and administrators in women's soccer:

• Prioritize Experiential Themed Events over Traditional Giveaways: The study found that themed events significantly increased attendance by approximately nine percentage points, as they "create experiential atmospheres around specific concepts" like Pride celebrations or community festivals. In contrast, "traditional promotions" such as discounted tickets or tangible giveaway items showed only a "positive yet statistically insignificant effect on attendance," suggesting that NWSL fans might be "motivated by different factors" than those in other sports.

  • Practical Application: Coaches and administrators should allocate more marketing resources and strategic planning towards unique, values-based themed events that foster a sense of community and belonging, rather than relying heavily on conventional promotions like giveaways. These events are more effective at enhancing the overall game experience and driving attendance.

• Capitalize on Post-International Tournament Momentum: Matches played after the 2023 Women's World Cup experienced a statistically significant increase in attendance, showing an average rise of about 13 percentage points compared to games played before the World Cup. This suggests a "potential positive residual effect" where heightened public interest in women's soccer due to international media coverage translates into increased attendance at domestic league matches.

  • Practical Application: NWSL teams should develop targeted marketing campaigns immediately following major international women's soccer tournaments (such as the FIFA Women's World Cup or the Olympic Games) to convert new, casual viewers into regular NWSL attendees. This can involve actively highlighting returning national team players and leveraging the overall boost in the sport's visibility and fan engagement.

• Promote Visiting Marquee Players and Focus on Offensive Performance: The presence of marquee players on the away team had a "marginally significant and positive relationship with attendance," indicating that high-profile players on opposing teams attract more fans. Additionally, a team's "goal differential" (the difference between goals scored and conceded), which reflects overall offensive strength, had a "significant and positive impact on attendance". This suggests fans are drawn to teams that demonstrate a stronger ability to outscore opponents.

  • Practical Application: Teams should strategically acknowledge and market the presence of high-profile players from visiting teams in their promotional materials, as this can enhance the overall appeal of a match to a wider audience. Furthermore, teams should focus on building and maintaining a strong offensive performance, as indicated by a positive goal differential, because fans are attracted to exciting, high-scoring games and teams that are strong at outscoring their opponents.

Authors: Lena Gunn and Alexander Traugutt

You can read the entire article here.