An empirical analysis of attendance factors relating to the female sports market

Although approximately seven million Australians attended sporting events in 2002, male spectators outnumbered female spectators by 25 percent (Australian Bureau of Statistics 2003). This study investigates the reasons for this difference by analysing a survey of 175 female sporting event attendees. The findings show that female attendance motivations are different for different sporting events, for example, football, horse racing and tennis. A number of other factors that were also found to influence attendance amongst the female market are explained and discussed and implications for sports venue managers are presented.