1887

n African Journal for Physical Health Education, Recreation and Dance - Foreign soccer spectator support motives : a two-country comparison of the English Premier League (EPL) marketing - : sport marketing

Supplement 1
  • ISSN : 1117-4315

Abstract

The English Premier League (EPL) has its roots in the oldest football league in world soccer, the Football League. Television coverage has played a major role in attracting and increasing the number of EPL spectators, both local and foreign. The purpose of this study was thus to analyse and compare EPL soccer spectator motives in South Africa and India. A quantitative research approach was utilised which involved the administration of questionnaires to Indian and South African spectators. The sample for the study comprised EPL soccer spectators. A total of 250 (n=250) and 181(n=181) usable responses were received from India and South Africa respectively. A descriptive analysis of the sample composition was undertaken and factor analysis was undertaken to establish spectator motives to support EPL teams. A two-factor solution () emerged for both samples as the items were logically associated with the underlying factors. Non-parametric Spearman's correlation coefficients were used to establish the strength and direction of the relationship between the motives. Both samples showed mixed results in terms of fan motivation with regard to the English Premier League support. The results of the correlation analysis showed a strong positive association between the two constructs, r=0.762; n= 181; p < 0.01 for the South African sample. For the Indian sample, the correlations were even stronger for both factors, r=0.799; n=250; p < 0.01. The overarching conclusion of this study informed by the results is that the EPL continues to attract spectators away from local soccer because of its portrayal through television coverage. It is difficult to envisage that spectators of the EPL will be 'lured' back to local soccer even if aggressive marketing strategies are implemented.

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/content/ajpherd/21/sup-1/EJC183671
2015-11-01
2020-09-27

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