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An Evaluation of the Relationship Between Hispanics and Major League Soccer

Author

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  • R. Todd Jewell

    (University of North Texas, tjewell@unt.edu)

  • David J. Molina

    (University of North Texas)

Abstract

This article examines the determinants of attendance in U.S. professional soccer. We concentrate on the relationship between the potential Hispanic fan base and yearly attendance in Major League Soccer. U.S. Hispanics have a long history of supporting professional soccer leagues in their home countries. In addition, the U.S. Hispanic community is the fastest-growing segment of the population. Although Major League Soccer has targeted the emerging U.S. Hispanic market, our results indicate that teams located in areas with relatively more Hispanics have lower attendance. This brings into question the efficacy as well as the direction of league marketing. Not surprisingly, we find that teams with better players and teams located in more populated regions have higher attendance. We also find, however, that local sports competition has a significant impact on attendance. These findings are important for the future viability of Major League Soccer.

Suggested Citation

  • R. Todd Jewell & David J. Molina, 2005. "An Evaluation of the Relationship Between Hispanics and Major League Soccer," Journal of Sports Economics, , vol. 6(2), pages 160-177, May.
    • Handle: RePEc:sae:jospec:v:6:y:2005:i:2:p:160-177
    DOI: 10.1177/1527002504263400
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    References listed on IDEAS

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    Cited by:

    1. Hojun Sung & Brian M. Mills, 2018. "Estimation of game-level attendance in major league soccer: Outcome uncertainty and absolute quality considerations," Sport Management Review, Taylor & Francis Journals, vol. 21(5), pages 519-532, December.
    2. R. Todd Jewell, 2017. "The Effect of Marquee Players on Sports Demand," Journal of Sports Economics, , vol. 18(3), pages 239-252, April.
    3. Dirk Semmelroth & Bernd Frick & Robert Simmons & Hojun Sung, 2022. "Where to Go Next? Examining the Effect of Franchise Expansion and Location on Game-Level Attendance in Major League Soccer," Journal of Sports Economics, , vol. 23(5), pages 524-547, June.
    4. Alberto Posso & Tim R. L. Fry & Michael Gangemi & George B. Tawadros, 2016. "¡Fútbol!," Journal of Sports Economics, , vol. 17(3), pages 219-233, April.
    5. Guillermo Villa & Isabel Molina & Roland Fried, 2011. "Modeling attendance at Spanish professional football league," Journal of Applied Statistics, Taylor & Francis Journals, vol. 38(6), pages 1189-1206, April.
    6. Andrew W. Nutting, 2012. "Customer Discrimination and Fernandomania," Journal of Sports Economics, , vol. 13(4), pages 406-430, August.
    7. Carlos Gomez-Gonzalez & Julio del Corral & R. Todd Jewell & Jorge García-Unanue & Cornel Nesseler, 2019. "A Prospective Analysis of Competitive Balance Levels in Major League Soccer," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 54(1), pages 175-190, February.
    8. Chmait, Nader & Robertson, Sam & Westerbeek, Hans & Eime, Rochelle & Sellitto, Carmine & Reid, Machar, 2020. "Tennis superstars: The relationship between star status and demand for tickets," Sport Management Review, Elsevier, vol. 23(2), pages 330-347.
    9. Hojun Sung & Brian M. Mills & Younghoon Lee, 2022. "Moments of Competitive Balance in Major League Soccer," Journal of Sports Economics, , vol. 23(3), pages 329-354, April.
    10. Allie D. LeFeuvre & E. Frank Stephenson & Sara M. Walcott, 2013. "Football Frenzy," Journal of Sports Economics, , vol. 14(4), pages 440-448, August.
    11. Hojun Sung & Hyunwoong Pyun, 2023. "Disaggregated Attendance Demand: Comparing Daily Ticket Purchasers and Season Ticket Holders in K-League 1," Journal of Sports Economics, , vol. 24(6), pages 717-736, August.
    12. Todd Jewell, 2014. "Major league soccer in the USA," Chapters, in: John Goddard & Peter Sloane (ed.), Handbook on the Economics of Professional Football, chapter 21, pages 351-367, Edward Elgar Publishing.
    13. Dennis Coates & Bernd Frick & Todd Jewell, 2016. "Superstar Salaries and Soccer Success," Journal of Sports Economics, , vol. 17(7), pages 716-735, October.
    14. Jadrian J. Wooten, 2018. "A case for complements? Location and attendance in Major League Soccer," Applied Economics Letters, Taylor & Francis Journals, vol. 25(7), pages 442-446, April.

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