A comparative study of motivational factors in sporting attendance between Australia and the UK consumers: MSc Sports Management research

The field of sport is fast becoming a profitable area where business, sport and commercial are slowly merging to offer one complete product. This book is research conducted for MSc in Sports Management that looks at consumer behaviour, marketing and compares responses between UK and Australian participants to help add to the rich conversation and growing field of study within the sporting arena. This piece helps to add to this field of study and help to understand the similarities and differences between two geographic areas, which can help marketers construct campaigns for maximising sporting attendance.