Motives, Constraints and the Influence of the Context for the Presence of theFemale Public in Football Stadiums in Pernambuco – Brazil

Sports activities play a significant role in the utilization of leisure time, being highly sought after for both participation and attendance at events. Understanding the factors influencing individuals to attend games is crucial for sports organizations to attract more consumers and enhance club notoriety. Motivations, identification, and expectations can influence spectators' decisions to attend games. Men and women exhibit distinct personality traits that influence their motivation to attend games. Despite challenges, Brazilian teams are investing to increase engagement and establish a closer relationship with their fans. Therefore, the objective of this study was to identify the motives, constraints, and contextual characteristics for the presence of female audiences in football stadiums in Pernambuco, Brazil. The methodology employed in this study was quantitative, exploratory, and survey-based, with the sample comprising 249 female fans aged 18 or older, who had attended at least one game of their supported team. The data collection instrument was a 19-dimension questionnaire covering internal and external motives, constraints, and contextual characteristics regarding female attendance at football stadiums. Data were analyzed using SPSS 24.0. Internal consistency of dimensions was assessed using Cronbach's Alpha test, with values equal to or greater than 0.60 considered acceptable. Subsequently, multiple linear regression analysis was conducted using stadium attendance intention as the dependent variable to examine the predictive relationship of motives, constraints, and context. Results indicated escapism and drama as the primary motives for stadium attendance, while self-fulfillment and stadium location exhibited the highest means considering contextual variables. Conversely, other fans were identified as the primary constraints. Multiple linear regression revealed that team identification exhibited a positive and significant relationship with intentions to attend stadiums, whereas other leisure alternatives demonstrated a negative relationship. Keywords: Marketing; Women; Motivation; Brazil.