Abstract:
This paper delved into the twin factors of socialization and entertainment as key factors influencing attendees’ patronage of football matches at the stadium. The study was undertaken against the backdrop of calls to introduce strategies that can have social and entertainment impacts on fans as an attraction to sway fans to stadiums. Whilst socialization and entertainment has helped fuel attendance in other countries, the influence of these factors has yet to be empirically tested appreciably within the context of sub Saharan Africa. Earlier theoretical models and empirical works were critically appraised. The research used a qualitative approach to build in-depth understanding of fans attendance motivation as a factor of socialization and entertainment. Data was gathered using semi structured interviews to draw responses from seven participants with data analysed based on content analysis. The Researcher found that socialization is crucial in influencing attendance. The influence of friends, the Researcher found also impacts on fans decision to attend games. Entertainment also influences young fans to watch football matches at the stadium but the study discovered fans beyond the youth age bracket are not enthused about entertainment in stadiums. Fans attendance can be boosted by adding more social constructs to add to stadium experience and the youth can be targeted to prop up their attendance by promoting performance of artiste at the stadium.
