Stadium attendance demand in the men's UEFA Champions League: Do fans value sporting contest or match quality?

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George Wills¹, Francesco Addesa², Richard Tacon¹

¹Department of Management, Birkbeck, University of London, London, United Kingdom.

|February 3, 2023

Abstract:

This paper is the first to empirically analyse the determinants of stadium attendance demand in the men's UEFA Champions League, the most prestigious competition in club football. The analysis covers 1,234 matches from 2009/10 to 2018/19 across 32 nations. The results show that outcome uncertainty and competitive intensity are not significantly associated with higher attendances, but the level of team quality is, for all fans, and the presence of star players is, for fans of clubs outside the top five European leagues. The empirical analysis-based on Tobit model regressions-enables an evidence-informed discussion of the competition structure of the UCL and the highly charged debate surrounding a potential European Super League. The article also offers insights for the wider body of academic knowledge on stadium attendance demand, by adding rare analysis of an international cup competition and an improved understanding of the connection between star players and fan interest in European football.

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