SPECTATOR ATTENDANCE AND BRAND IMAGE OF WOMEN'S FOOTBALL EVENTS

Sport is perceived to have a positive impact on individuals, cultures, and societies, and has therefore for a long time been the focus of national and international policy-makers. However, girls and women are still less likely than boys and men to participate in sport. Consequently, numerous programs to support the development of female sport participation have been initiated Worldwide. The proposed research project will be applied to women’s football. Being a male-dominated sport for a very long time, football today has been accepted as a sport for women and is even one of the fastest growing sports in the world. In 2006, a large-scale FIFA survey documented over 26 million
active female football players worldwide. Female interest in team sports and attendance at sport events is also growing. Consequently, there rests a huge potential in the attraction of female spectators to sport events, which opens new opportunities for football clubs, event organizers,
sponsors, the media, but also for society at large.

Engelsk