Journal of Marketing Management

Soccer Fans’ Motivations, Attitudes, and Behavioral Intentions across Ethnicity and Gender Lines: Are Hispanics in the United States More Passionate about Soccer than Caucasians?
Ricard W. Jensen, Ph.D.; Yam B. Limbu, Ph.D.

Abstract
This study examines the extent to which there are important differences between Hispanics and Caucasians in the United States with regard to soccer fandom. The specific focus of this study is investigate and compare the motivations to attend soccer matches, attachment to soccer, and future attendance intentions of Hispanic and Caucasian males and females. The study also addresses the pressing issues of marketing to multicultural audiences and especially the growing Hispanic-American community that is passionate about soccer. Data were collected using self-administered questionnaire from Hispanic and Caucasian spectators in the United States who attended an international friendly soccer match between two national teams. Results suggest that the Hispanic sample in this study were more significantly more motivated than Caucasians by game quality, the desire to escape, socialization, entertainment, and achievement. Hispanics also exhibited higher attachment to soccer than Caucasians but there was no significant difference in future attendance behavior between the two ethnic groups. Males placed a significantly higher value than females on the importance of game quality and attachment to soccer. This study has important theoretical and practical implications.

Full Text: PDF     DOI: 10.15640/jmm.v4n1a5