Attendance and the Sports Merchandise Preferences of Fans – the case of Hungary

Regina Fekete () and Anikó Kelemen-Erdõs ()
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Regina Fekete: University of Physical Education, Sportmanagement M.Sc
Anikó Kelemen-Erdõs: Óbuda University, Keleti Faculty of Business and Management, Institute of Economics and Social Sciences

A chapter in Proceedings of FIKUSZ '16, 2016, pp 41-48 from Óbuda University, Keleti Faculty of Business and Management

Abstract: This study examines product preferences in one of the most profitable areas of the market for sports: sports merchandising. Sports merchandising refers to the adaptation of corporate design elements such logos and other emblems of sports club on products for the purpose of communicating positive attitudes and feelings towards fans. The aim of this paper is to identify the features that support on-site consumer willingness to purchase sports teamlicensed merchandise, and furthermore to explore consumption preferences in the Hungarian market from a sports marketing perspective. Results of the online research indicate that onsite purchases depend on ticket prices for events, and that it is mainly football fans who buy sports-related products, preferring jerseys. The first part of the research described in this paper deals with the sports market and its relation to merchandise; the second section delineates the research findings and their limits. As a managerial conclusion, the price sensitivity of supporters can be highlighted as an important factor in attendence-relateddecision-making processes. However, sports team-licensed merchandise can include any kinds of products and services, although the marketing of jerseys and scarves should be emphasised, especially for football supporters.

Keywords: Sports marketing; sport team-licensed merchandise; on-site fans (search for similar items in EconPapers)
Date: 2016
ISBN: 978-963-449-012-8
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