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Getting Generation Y to attend: Friends, interactivity and half-time entertainment

Author

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  • David Hugh Bednall
  • Michael Valos
  • Stewart Adam
  • Colin McLeod

Abstract

► Friends and sporting orientation affect sport attendance. ► Social networks offer promotional opportunities in new markets. ► Half-time activities have minimal effect on attendance.People from Generation Y, given their number and stage in the family life-cycle, represent a key emerging audience for major sports. The study focussed on the effect of friends and half time enhancements on likely attendance at matches. The sport domain was the Australian Football League (AFL), the elite Australian rules football competition. The enhancements being tested were half-time entertainments based on performers from well-known television talent shows, Australian Idol and It Takes Two. Scenarios with and without interactive participation, based on short messaging service (SMS) messages, were tested. The study used a general population sample of 909 Generation Y people in a traditional AFL market and one where AFL is not the major winter competition. Previous attendance and sport orientation were the major influences on attendance at major sports, including the AFL. Friends influenced likely attendance at a game, but no effects were found for half-time entertainments. People who attended matches with friends typically had social activities before and after the game. This suggested that one promotional strategy to expand existing markets was to find and engage the social networks of existing fans, making sport attendance a broader part of an overall social event.

Suggested Citation

  • David Hugh Bednall & Michael Valos & Stewart Adam & Colin McLeod, 2012. "Getting Generation Y to attend: Friends, interactivity and half-time entertainment," Sport Management Review, Taylor & Francis Journals, vol. 15(1), pages 80-90, January.
    • Handle: RePEc:taf:rsmrxx:v:15:y:2012:i:1:p:80-90
    DOI: 10.1016/j.smr.2011.04.001
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    Cited by:

    1. Petra Klapilová Krbová, 2016. "Shopping Behaviour of Generation Y: A Comparison of Czech Republic and Slovakia," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 64(2), pages 617-626.
    2. Bejtkovský Jiří, 2018. "Factors influencing the job search and job selection in students of Generation Y in the Czech Republic in the employer branding context," Management & Marketing, Sciendo, vol. 13(3), pages 1133-1149, September.
    3. Šárka Velčovská & Dominika Hadro, 2018. "Generation Y Perceptions and Expectations of Food Quality Labels in the Czech Republic and Poland," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(1), pages 325-334.
    4. Petra Krbová & Tomáš Pavelek, 2015. "Generation Y: Online Shopping Behaviour of the Secondary School and University Students," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(2), pages 567-575.
    5. Suryani, Ani Wilujeng & Helliar, Christine & Carter, Amanda J. & Medlin, John, 2018. "Shunning careers in public accounting firms: The case of Indonesia," The British Accounting Review, Elsevier, vol. 50(5), pages 463-480.

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