Growing the football game: the increasing economic and social relevance of older fans and those with disabilities in the European football industry

Abstract

In trying to grow the customer base of the football game, recent studies have argued that relevant key actors in the European football industry such as football governing bodies and professional clubs must attend to the needs of all their supporters as well as consider the economic and social relevance of older supporters and those with disabilities, described as the 'new' generation of sport customers. Through analysis of major trends in legislation, demography, consumer expenditures and sport and leisure interests over time, coupled with a series of interviews with representatives of three of the main football leagues in Europe, this article contends that these two growing segments of sport consumers should be valued as important stakeholders, with enhanced access to all types of services, goods and experiences, not only considered a legal and moral imperative but one which also makes good business sense. To attend to the needs of these two groups of supporters will not only create managerial challenges but also significant opportunities for sustainable business growth that the football industry cannot underestimate as they seek to activate this latent consumer demand. Improving access to stadia is also a timely issue that football clubs should integrate into their organization's culture and operations in order to provide an inclusive environment at club level. © 2014 © 2014 Taylor & Francis.