Students’ Motivation for Attending Varsity Football Matches

Abstract

It is important to understand what motivates members from a specific community to attend sports events. The objective of this study was to determine the factors that motivate students at a university of technology to attend Varsity Football matches at the university’s main stadium. Twelve items of the fan motivation questionnaire relating to fan attendance at college soccer matches in the USA were adopted in this study. A principal component factor analysis with varimax rotation was performed on Likert scale data gathered from 329 respondents. Items clustered into three factors, namely enjoyment, friendship and relaxation, fandom, and belonging and self-esteem. The instrument used in this study had acceptable validity and reliability. The value of the research results from this study confirms the following: Promotional campaigns to draw students to Varsity Football matches should focus on excitement and emotions because attendance is motivated by the vibe at the stadium and to spend time with their friends. The university should build the brand of the football team. A vibrant crowd at a Varsity Football match provides advantages to the sponsors of the events, it contributes to the image of the university, and it contributes to the viewing experience of the television audience that watches the matches. The results confirm that event sponsors, organisers and host universities should understand the motivational factors that attract fans to attend football matches.