Attracting spectators to youth sport events: The case of the International Children’s Games

Abstract

Small scale events are plentiful, but struggle to attract spectators more so than mega events. Highly identified fans of the sport on display are an obvious target market for small events in addition to individuals who are personally affiliated with athletes competing in the event. However, these potential spectators may be hard to impress given their expertise and event experience. The purpose of this study was to determine whether perceptions of value of a youth sport event were related to a spectator’s sport identity, their personal affiliation with an athlete, and how their assessment of the event’s uniqueness affects these relationships. Data were collected from spectators (n=714) at the 2013 International Children’s Games using a questionnaire that contained measures of sport identity, perceived uniqueness of event elements, perceived value, and demographic information. A measurement model was assessed using confirmatory factor analysis, and tested using structural equation modeling. Results provided support for an indirect only mediated model, such that spectators who highly identified with being a sports fan perceived the event as being valuable when they also viewed the event as unique. Having a personal affiliation to an athlete was not related to perceptions of uniqueness or value. Thus, purposefully selecting and designing unique events and promoting the unique attributes of the event could increase an event’s appeal to spectators who highly identify with the sport.