Stadium Experience and Word-of-Mouth: A Panel Data Analysis of National A-Team Men’s Football Matches in Denmark, 2013–17

Abstract

In this paper we utilize unique spectator level data from fifteen Danish national men’s A-team football matches in the period 2013–17. We test both fixed effects models where we investigate the within-variation in persons who have attended several matches as well as random effects models that include those with only one match observation. Our dependent variable is a scale measuring each individual respondent’s inclination to recommend national matches to friends and colleagues through word-of-mouth. The regression models identify the players’ contribution, atmosphere, and spectators’ impression of the match stewards as the most important factors driving our word-of-mouth measure in a positive direction. Other factors such as food, drinks, and toilet facilities are positive but of less importance. The results indicate that among strong predictors are variables which are within the reach of management. This is good news for the Danish Football Association which is responsible for national team matches in the sense that controlling the support and demand of national team matches is manageable. The paper adds to existing research on spectator demand by focussing on national A-team matches.