Journal article

Getting Generation Y to attend: Friends, interactivity and half-time entertainment

David Hugh Bednall, Michael Valos, Stewart Adam, Colin McLeod

Sport Management Review | ELSEVIER SCI LTD | Published : 2012


People from Generation Y, given their number and stage in the family life-cycle, represent a key emerging audience for major sports. The study focussed on the effect of friends and half time enhancements on likely attendance at matches. The sport domain was the Australian Football League (AFL), the elite Australian rules football competition. The enhancements being tested were half-time entertainments based on performers from well-known television talent shows, Australian Idol and It Takes Two. Scenarios with and without interactive participation, based on short messaging service (SMS) messages, were tested. The study used a general population sample of 909 Generation Y people in a tradition..

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University of Melbourne Researchers