Event Management Strategies for Enhancing Spectator Experience in Professional Sport Clubs

Abstract

This thesis examines professional sports club event planning and management in Finland with an emphasis on football and ice hockey. The qualitative method employed in the study means that data was gathered by semi-structured interviews with spectators and event managers and supported by participant observation. The results indicate that there is an influence of emotional attachment, social interaction, operational efficiency, and sustainability practices on the spectator experience. The spectators appreciated vibrant environments, user-friendly online ticketing, cordial employees, and contemporary and cleaned facilities, but issues such as cold climates, lengthy food lines, post-match transport congestion, unstable WIFI connection were experienced. The managers highlighted spectator segmentation, online interaction, strategic alliance-building, and real-time monitoring of operations as some of the major practices that enhance satisfaction. Some of the sustainability measures like recycling and paperless ticketing were also significant in creating positive attitudes towards spectators. The research ends with practical suggestions to enhance spectator engagement and facilitate the creation of inclusive, efficient, and sustainable sport event experiences.