Sports entertainment industry calls for spectators

Abstract

Team sports have become market players in the entertainment industry, even in Europe, since they have been broadcasted by cable networks regularly. Aside a few exceptions, the number of spectators in Hungary is much less than needed for a club’s breakeven point. The players on the developed markets have been used successfully many sports marketing tools to increase the number of fans. But use only this toolkit cannot generate similar results in Hungary. In order to define a realistic growth target and select the appropriate sports marketing toolkit, market players need to have proper market intelligence about the sports and entertainment market. The research examines the consumer market of the entertainment industry in Hungary. Based on the results of the research with a sample of 5.000 respondents and an online self-report questionnaire, the customer profiles can be described. The consumption habits and the intensity of their consumption can be characterised also. The research can explore the team sports’ social embeddedness.