Lucas Adler & Alex Krumer
Faculty of Business Administration and Social Sciences,
Molde University College, Norway
Research question: This study is motivated by the scarcity of research on attendance demand in women’s soccer. We aimed to investigate the determinants that shape stadium attendance in Norwegian Toppserien women’s league.
Research methods: Data was used from 12 seasons between 2010 and 2023. We employed a multiple OLS regression with more than 30 independent variables to investigate their relationship with attendance.
Results and findings: From relatively low numbers, attendance has increased significantly over the examined period. Toppserien fans appear to respond positively to the level of game quality and the team’s performance. Surprisingly, the size of the municipality negatively correlates with attendance, and spillover effects from successful men’s teams play only a minor role. Finally, the first round of the season attracts larger crowds.
Implications: The results suggest that the fans of women’s and men’s Norwegian soccer teams have rather distinct consumer profiles, highlighting the need for tailored marketing strategies for women’s teams. To maximize attendance, it also seems advisable to avoid scheduling collisions with mega events and to schedule more games on public holidays. Finally, home games of the first round could be more evenly allocated between the teams.
Click to access this peer review article in Scandinavian Sport Studies Forum, Vol. 16, 2025
LUCAS ADLER graduated from Molde University College in 2024 with a Master of Science in Sports Management. After completing his studies, he joined Bundesliga club Werder Bremen, working in the women’s football department before transitioning to his current role as Operations & Project Manager in the club’s academy.
ALEX KRUMER is a Professor of Sports Economics at the Department of Sport Management at Molde University College. He has a PhD in Economics from Ben Gurion University. Before joining Molde University College, he spent three years as a post-doc fellow at the University of St. Gallen. His main fields of interest are sports economics and operational research in sports. He serves as the co-editor-in-chief of Sports Economics Review, and as an associate editor in Journal of Behavioral and Experimental Economics as well as in Empirical Economics.
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