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Getting Generation Y to attend: Friends, interactivity and half-time entertainment


  • Bednall, David Hugh
  • Valos, Michael
  • Adam, Stewart
  • McLeod, Colin


People from Generation Y, given their number and stage in the family life-cycle, represent a key emerging audience for major sports. The study focussed on the effect of friends and half time enhancements on likely attendance at matches. The sport domain was the Australian Football League (AFL), the elite Australian rules football competition. The enhancements being tested were half-time entertainments based on performers from well-known television talent shows, Australian Idol and It Takes Two. Scenarios with and without interactive participation, based on short messaging service (SMS) messages, were tested. The study used a general population sample of 909 Generation Y people in a traditional AFL market and one where AFL is not the major winter competition. Previous attendance and sport orientation were the major influences on attendance at major sports, including the AFL. Friends influenced likely attendance at a game, but no effects were found for half-time entertainments. People who attended matches with friends typically had social activities before and after the game. This suggested that one promotional strategy to expand existing markets was to find and engage the social networks of existing fans, making sport attendance a broader part of an overall social event.

Suggested Citation

  • Bednall, David Hugh & Valos, Michael & Adam, Stewart & McLeod, Colin, 2012. "Getting Generation Y to attend: Friends, interactivity and half-time entertainment," Sport Management Review, Elsevier, vol. 15(1), pages 80-90.
  • Handle: RePEc:eee:spomar:v:15:y:2012:i:1:p:80-90
    DOI: 10.1016/j.smr.2011.04.001

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    References listed on IDEAS

    1. Dong C. Won & Young H. Lee, 2008. "Optimal dynamic pricing for sports games with habitual attendance," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 29(8), pages 639-655.
    2. F. Thomas Juster, 1966. "Consumer Buying Intentions and Purchase Probability: An Experiment in Survey Design," NBER Books, National Bureau of Economic Research, Inc, number just66-2, May.
    3. Jakee, Keith & Kenneally, Martin & Mitchell, Hamish, 2010. "Asymmetries in scheduling slots and game-day revenues: An example from the Australian Football League," Sport Management Review, Elsevier, vol. 13(1), pages 50-64, February.
    4. Funk, Daniel C. & James, Jeff, 2001. "The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual's Psychological Connection to Sport," Sport Management Review, Elsevier, vol. 4(2), pages 119-150, November.
    5. McQuarrie, Edward F., 2004. "Integration of construct and external validity by means of proximal similarity:: Implications for laboratory experiments in marketing," Journal of Business Research, Elsevier, vol. 57(2), pages 142-153, February.
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