Demand for Sport

This article reviews international literature on the demandfor professional sport. The first part presents a conceptualframework for understanding the sources and determinants ofthe demand for professional sporting contests. The second partreviews empirical evidence on key determinants of attendanceat sporting events, and on other sources of demand, such asbroadcasting, sponsorship, and merchandising. The review concludesthat there is still much to be learned about demand for professionalsport, and that there are no simple lessons to be drawn fromexisting literature. But important messages do emerge from studiesof demand for attendance with regard to effects of uncertaintyof outcome, quality of contest, and quality of viewing.