Promotional sport event : factors that motivate sport spectators to attend live sports event : a case study of Malaysian Super League (MSL) in Sabah / Daniel Niven Denis Joimot

• Main Author: Denis Joimot, Daniel Niven
• Format: Student Project
• Language: English
• Published: 2011
• Subjects: Sabah; Market segmentation. Target marketing; Marketing research. Marketing research companies. Sales forecasting; Market surveys. Including brand choice. Brand loyalty
• Online Access: https://ir.uitm.edu.my/id/eprint/71964/1/71964.pdf; https://ir.uitm.edu.my/id/eprint/71964/

Football is the number one sports in Malaysia. The decrease number of spectators' attendance in Malaysian Super league has become the concern of Football Association of Malaysia as well as the Sabah Football Association. This study examines how different factors contribute to the motivation of spectators attending Malaysian Super League game in Sabah. The outcome of this study will be used as a guideline for sports marketers especially in football to initiate marketing strategies based on the outcome of this study.