7th International Conference on Humanities and Social Sciences “ASEAN 2015: Challenges and Opportunities” (Proceedings) Motivations of Football Fans in Singapore 1. Matthew, Mohan. Student. Wee Kim Wee School of Communication and Information, Nanyang Technological University,
[email protected] 2. Ho Keat, Leng. Assistant Professor. Sports Marketing and Management, Nanyang Technological University,
[email protected] Abstract Spectatorship of local football matches in Singapore has been on the decline. Football fans are now more likely to watch an English Premier League match on broadcast media than a local football game in the stadium. The purpose of this study is to find out the reasons why English Premier League (EPL) football fans in Singapore watch the EPL and to understand how those reasons can be applied to how local football clubs can attract more spectators to their games. A questionnaire adapted from Sport fans’ motivations: an investigation of Romanian soccer supporters (Izzo et al, 2011) was administered to 53 respondents who are fans of the English Premier League. The majority of the respondents were between 18 to 25 years of age (88.7%) and of male gender (81.1%). The results show that respondents watch football for Entertainment (Mean =4.42, SD=0.56), the Physical Skills of the players (Mean =4.38, SD=0.75), a sense of Vicarious Achievement (Mean =4.31, SD=0.79) and to a lesser extent for Escape (Mean =3.87, SD=0.92). More importantly, the findings show that spectators who are highly involved in Sport are more likely to watch English Premier League because it provides a sense of Escape (Mean High Involvement = 4.17, Mean Low Involvement = 3.11; t(51) = 4.39, p<0.01) and Entertainment (Mean High Involvement = 4.59, Mean Low Involvement = 4.00; t(51) = 3.85, p<0.01).