Affiliation: College of Arts and Sciences, Department of Exercise and Sport Science
As a result of increased operating expenses and decreased football game attendance, a growing number of athletic departments have opted to add or increase premium seating availability in their football stadiums. The purpose of this study is to gain a better understanding of purchase motivations of premium seat holders at collegiate football games, examine the relationship between buyer demographics and motivations to purchase premium seats, and compare perceived motivations of premium seat buyers with actual motivations of premium seat buyers. Premium seat holders from a large, public Atlantic Coast Conference school were surveyed. Descriptive statistics found the most significant motivational factors for premium seat purchases are “upgraded services and amenities,” “brand image of the team,” and “value of exclusivity in the venue.” Data collected also indicated that, overall, sport professionals are wrong in their perception of premium seat buyer motivations.