Title

The Impact of the National Sports Lottery and the FIFA World Cup on Attendance, Spectator Motives and J. League Marketing Strategies

Publication Title

International Journal of Sports Marketing & Sponsorship

Publication Date

2006

Document Type

Article

Keywords

social impact, attendance, motives, sport, events

Disciplines

Business | Sports Management

Abstract

This paper examines the impact of the national sports lottery (toto) in 2001 and the 2002 FIFA World Cup for the Japan Professional Soccer League--J. League. In 2001 J. League attendances grew dramatically and were sustained in subsequent years, even though member clubs did not change many of their marketing strategies and chose to maintain a distance from toto. The evidence suggests that hosting the World Cup allowed the league to leverage the country's hosting of the event in order to generate long-term interest and attendance at J. League games. By contrast, toto appears to have had a short-term impact.

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