1.1 Introduction
Female sport fans may have varying interests, motivations and reasons to attend games. The fan can be studies based on their behaviour and based on their degree of attachment to a team. Sport fans are typically highly involved. They often follow sport closely. Still their behaviour might be driven by different features in team sport products, which they especially regard interesting. The motives typically differ by gender, sport and preferences. Also the points of attachment show differences as spectators might be attached to different aspects like teams, clubs, athletes and other fans. Some enjoy a variety of aspects in game experiences and for some others a particular club has a great importance (Yoshida & James, 2010).
As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitations of the Study and Definition of technical terms.
1.2 Background of Study
Sport teams bring together people with varying socioeconomic backgrounds, who share a bond – an attachment to the team. Many fans appreciate that sport provides them an escape from everyday life. Thus, sport fans are a heterogeneous group and their range varies from casual fans to committed season ticket holders. This consumer group can be regarded as the most essential in the business of sport club. Popularity of the product attracts other target audiences. In summary, without fans there would be no demand to show games on TV and pay for those rights. In fact, without game-attending fans clubs would have problems attracting sponsor. The initial driver for a sport club’s growth is the development of a fan-base (The Future of Sports, 2015).
The rising importance of football in our society is demonstrated through the increasing politicization of the sport. Today, in the 21st century, sport has become the new confrontation ground between countries, across which they can show their supremacy through this soft power. Nelson Mandela, ex-president of South Africa who campaigned for the 2010 football World Cup in his country, declared: "sport has the power to change the world. It has the power to inspire; it has the power to unite people in a way that little else does" (Boniface, 2014).
For decades, the increasing mediatization that enhances visibility has allowed the football sector to expand financially. That said, financially speaking, football clubs represent little power compared to the industry and other large companies. For example, the Big five leagues' (English Premier League, Spanish Liga, German Bundesliga, Italian Serie A and French Ligue 1) cumulative turnover constitute a little less than that of the Française des Jeux, a French gambling company. Money in football has always existed, but the sums involved are not so impressive when compared to the business world (Arrondel and Duhautois, 2018).
Therefore, in Nigeria where the research was carried out, the activities that was conducted is to know the Personality Profile as a Predictor of Female Sport Fans Viewership of European Football League.
1.3 Statement of Problems
Female sport fans are a heterogeneous group and their range varies from casual fans to committed season ticket holders. This consumer group can be regarded as the most essential in the business of sport club. Popularity of the product attracts other target audiences and without fans there would be no demand to show games on tv and pay for those rights. In fact, without game-attending fans clubs would have problems attracting sponsor. The initial driver for a sport club’s growth is the development of a fan-base (The Future of Sports, 2015).
1.4 Aim and Objectives of Study
The aim of the study is to scrutinize the Predictor of Female Sport Fans Personality Profile Viewership of European Football League. In achieving this aim, the following specific objectives were laid out as follows:
- To assess the factors instigating Female Sport Fans Viewership of European Football League
- To identify Female Sport Fans Personality Profile facilitating viewership of European Football League
- To assess the relevance and contribution of Female Sport Fans Viewership towards European Football League sponsorship
- To determine the causes, the guidelines, and limits of Female Sport Fans Viewership towards European Football League advancement
1.5 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- Is there any significant factor instigating Female Sport Fans Viewership of European Football League?
- Does Female Sport Fans Personality Profile facilitate viewership of European Football League?
- What are the relevance and contribution of Female Sport Fans Viewership towards European Football League sponsorship?
- What are the causes, the guidelines, and limits of Female Sport Fans Viewership towards European Football League advancement?
1.6 Research Hypothesis
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
- H0: There is no significant factor instigating Female Sport Fans Viewership of European Football League
- H1: There is significant factor instigating Female Sport Fans Viewership of European Football League
1.7 Significance of Study
The study is essential to know sport fans’ perceptions of the sport club brand. By enhanced relations responding to fans’ needs will develop. Technology can assist in these efforts, and increasing the interactions between fans/consumers and the sport club brand. This study will be of immense benefit to other researchers who intend to know more on this study and can also be used by non-researchers to build more on their research work. This study contributes to knowledge and could serve as a guide for other study.
1.8 Scope of Study
The study focuses on the Personality Profile as a Predictor of Female Sport Fans Viewership of European Football League using Female Sport Fans in Lagos State as a case study.
1.9 Limitations of the Study
During the course of this study, many things militated against its completion, some of which are:
- Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Research material: availability of research material is a major setback to the scope of the study.
- Frequent power failure: This made the researcher append more money on fuel to ensure sustainable power.
- Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
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