Analysing Factors Influencing Low Attendance in the Saudi Pro League: Strategies for Revitalization

Abstract

This dissertation investigates factors that influence attendance at Saudi Pro League (SPL) matches, with the primary aim of identifying key determinants and proposing strategies to enhance fan engagement and increase matchday attendance. Importantly, increasing matchday attendance is part of the Kingdom of Saudi Arabia's strategy for diversifying its economy through investment in sport as a vital pillar of its Vision 2030 program. The study is grounded in a comprehensive literature review that identifies nine central themes: team loyalty, superstar effect, stadium atmosphere, fan experience, game competitiveness, ticket prices, team performance, transportation and traffic, and weather conditions. A survey-based methodology was employed, collecting data from SPL fans and utilising correlation and regression analyses to determine the relationship between these factors and match attendance. The findings reveal that team loyalty and team performance are the most significant predictors of match attendance, underscoring the importance of fostering strong emotional and behavioural ties with fans. While the presence of superstar players attracts additional spectators, more is needed to ensure consistent attendance, highlighting the need for a more holistic matchday experience. Contrary to expectations, factors such as stadium atmosphere, fan experience, and game competitiveness showed weaker correlations with attendance. This study also identifies challenges posed by transportation, traffic, and weather conditions, which, while not the strongest predictors of attendance, warrant attention. The research fills a critical gap by providing localised insights into fan behaviour within the SPL, which is a rapidly developing football market with unique cultural and environmental contexts.