Fans' perceptions of club season membership : implications for sport organisations' revenue management

Club season membership and game day expenditure are important income sources for professional sport leagues and events. From a marketing perspective, understanding fans membership experiences can be invaluable for sport managers and marketers. This study examines the perceptions of fans of a National Rugby League (NRL) club concerning season membership. Motivations driving purchase intent, product expectations and factors discouraging membership purchase are critically examined. Contributing financially to the club, guaranteeing game day seating and feeling connected to the club are among the main reasons for club membership purchase. Behind–the–scene opportunities to meet club players and member discounts are critical inclusions driving purchase intent. In contrast, cost, disappointing athlete on–field performance, and poor customer service are some factors discouraging membership purchase. As clubs and leagues seek to maximise revenues, these findings have very important implications sport managers and marketers.