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On classifying spectators - the case of AIK at Råsunda 2002 and 2007
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
2011 (English)Conference paper (Refereed)
Abstract [en]

Existing classification research of team sport fans were initially conducted.Three of these studies constitute our frame of references serving as a base for a Swedish audience study. This empirical research was based on a collection of data in 2002 (stage I) and in 2007 (Stage II) using the same questionnaire. The main research question is: What are the differences and similarities of the AIK Stockholm football club’s audience during a five year period? The starting point was the seating position at the stadium i.e. Klacken, Family and Others. With reference to the data collected in the 2007 sample, there are some differences from the 2002 study. At first we immediately noticed that Klacken “dominates” all variables. The biggest gap in the second study occurs for the variable related to the number of visited games where 76 % of Klacken attend more than half of the home games compared to only 39% for the non-Klacken. Importance of togetherness has increased for both groups and interestingly both groups also show the same percentages in relation to the price of tickets. The generalization is difficult to draw. Building on stage I analysis we conducted a cluster analysis on Study 1 and Study 2 to determine a supporter classification.

Place, publisher, year, edition, pages
2011. 1-18 p.
Keyword [en]
Football Audience, Fan Classification, Differences Over Time
National Category
Business Administration
Research subject
Business Administration
URN: urn:nbn:se:su:diva-120739OAI: diva2:854081
Management Culture in the 21st Century, 11th EURAM 2011, Estonian Business School, Tallinn, Estonia, 1-4 June, 2011
Available from: 2015-09-15 Created: 2015-09-15 Last updated: 2015-09-16Bibliographically approved

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Söderman, Sten
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