Mapping the determinants of stadium attendance in Norwegian women’s Toppserien soccer league

Research question: This study is motivated by the scarcity of research on attendance demand in women’s soccer. We aimed to investigate the determinants that shape stadium attendance in Norwegian Toppserien women’s league. Research methods: Data was used from 12 seasons between 2010 and 2023. We employed a multiple OLS regression with more than 30 independent variables to investigate their relationship with attendance. Results and findings: From relatively low numbers, attendance has increased significantly over the examined period. Toppserien fans appear to respond positively to the level of game quality and the team’s performance. Surprisingly, the size of the municipality negatively correlates with attendance, and spillover effects from successful men’s teams play only a minor role. Finally, the first round of the season attracts larger crowds. Implications: The results suggest that the fans of women’s and men’s Norwegian soccer teams have rather distinct consumer profiles, highlighting the need for tailored marketing strategies for women’s teams. To maximize attendance, it also seems advisable to avoid scheduling collisions with mega events and to schedule more games on public holidays. Finally, home games of the first round could be more evenly allocated between the teams.