Who fills the stadium? Cluster-based insights from FC Barcelona's matchday audience

Purpose This study aims to advance understanding of contemporary football spectatorship by identifying and analysing distinct audience segments attending live matches at elite stadiums. It addresses the limitations of unidimensional segmentation of fans by introducing a multidimensional framework to capture the diversity of matchday attendees in globalized football. Design/methodology/approach The study employs a cluster-based segmentation approach grounded in key theories of football spectatorship. Guided by these frameworks, sociodemographic and contextual variables – gender, age, origin and membership status – served as primary segmentation drivers. Data were collected through a structured survey administered to 657 matchday attendees at FC Barcelona's stadium during two La Liga fixtures. The TwoStep clustering algorithm identified distinct fan segments. Inter-cluster differences in affiliation, experience and attendance were then assessed using analysis of variance (ANOVA) and Chi-square tests. Findings Seven distinct clusters were identified, each representing specific patterns of stadium attendance, fan affiliation and fan experience evaluation. The results reveal a coexistence of emotionally committed local fans and experience-oriented international spectators, with significant differences in satisfaction, loyalty and matchday motivations. Notably, two exclusively female clusters emerged alongside a distinct group (Mild Members) with a hybrid profile – combining formal affiliation with sporadic attendance. Originality/value This study advances segmentation research in three ways: it focuses on in-stadium audiences of a global club rather than media-based fan bases; it uses sociodemographic and contextual variables as primary segmentation drivers; and it identifies emerging clusters – such as exclusively female groups and “Mild Members” – with implications for experience design and revenue optimization.