Understanding factors that influence live game-day attendance has garnered significant attention from both researchers and practitioners in the sport industry. Despite the National Football League’s unprecedented annual revenues, league attendance remains down, spurring large-scale investment into the game-day experience (Florio, 2008). In this case, students will perform various statistical analyses (i.e., computing chi-square tests of independence, t tests, effect sizes [Cohen’s d], and confidence intervals) to determine which factors most strongly influence fan attendance at Jacksonville Jaguars home games. Specifically, this case investigates the degree to which stadium upgrades motivate fans to attend and explores the extent to which fans support the use of public funds for stadium upgrades. Answering these questions will further equip future sport managers to make data-driven decisions regarding the utility of strategies—such as stadium projects—to enhance the game-day experience. Furthermore, students can use the knowledge gained from the case to critically analyze public investment in sport stadia as well as the ways in which consumers’ preferences are either independent of or depend on categorical variables such as gender. The case is intended for use in research methods courses and is also applicable to sport marketing, sport facility, and sport finance courses.
Kristi Sweeney is with the Department of Leadership, School Counseling & Sport Management, University of North Florida, Jacksonville, Florida. Megan Schramm-Possinger is with the College of Education and Human Services, University of North Florida, Jacksonville, Florida.