Master’s degree thesis IDR950 Sport Management Stadia attendance during uganda premier League matches. Catherine Karungi Number of pages including this page: 55 Candidate number 2 Molde, November 2018 Mandatory statement Each student is responsible for complying with rules and regulations that relate to examinations and to academic work in general. The purpose of the mandatory statement is to make students aware of their responsibility and the consequences of cheating. Failure to complete the statement does not excuse students from their responsibility. Please complete the mandatory statement by placing a mark in each box for statements 1-6 below. 1. I/we hereby declare that my/our paper/assignment is my/our own work, and that I/we have not used other sources or received other help than mentioned in the paper/assignment. 2. I/we hereby declare that this paper Mark each 1. Has not been used in any other exam at another box: department/university/university college 1. 2. 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I/we are aware of the University College’s rules and regulation for using sources Publication agreement ECTS credits: 30 Supervisor: Professor Harald Dolles Agreement on electronic publication of master thesis Author(s) have copyright to the thesis, including the exclusive right to publish the document (The Copyright Act §2). All theses fulfilling the requirements will be registered and published in Brage HiM, with the approval of the author(s). Theses with a confidentiality agreement will not be published. I/we hereby give Molde University College the right to, free of charge, make the thesis available for electronic publication: yes no Is there an agreement of confidentiality? yes no (A supplementary confidentiality agreement must be filled in) - If yes: Can the thesis be online published when the period of confidentiality is expired? yes no Date: ACKNOWLEDGEMENT I would first like to thank my thesis supervisor Professor Harald Dolles, Department of sports Management at Molde University College Norway. He has been my motivator with very quick response with my work and has steered me in the right direction and has helped me so much to complete this master thesis. Iam so grateful for the very Valuable Comments on this thesis from the beginning to the end. I would also like to thank the group of people at Makerere University who helped me in data collection that was a hectic exercise to do in the shortest time possible, the Federation of Uganda Football Association, sports club Officials of KCCA FC, SC Villa, Maroon FC, Vipers FC, Express FC and the gallant Fans who contributed in answering the questionnaire. I would also like to acknowledge Mr. Ruhweza Martin Research consultant at Makerere University for advice provided during data Collection. I will be forever grateful Summary Introduction: Globally the main component of football competition and sports at large is the existence of sports fans that make the match day experience colorful and meaningful through cheering and motivating their players of respective teams. The main objectives of the study were to assess factors affecting fan attendance during Uganda Premier League, attitude and behavior of fans towards Uganda football and impacts of broadcasting matches on television towards stadia attendance. Methods. Descriptive research design was used and questionnaires were distributed among 377 fans who were attending the Uganda premier league matches in Kampala. Five football clubs located in Kampala were considered for the study. Results: Unethical football management by Federation of Uganda Football Association (FUFA) is revealed as one of the greatest factor of importance affecting stadia attendance during the Uganda Premier League. This is accompanied by environmental factors that include Match day, kick off time, condition of the stadia, security and safety, work schedule and motivational factors that include “Hooliganism with Passion”. Weather condition and income, poor marketing of the league, foods and drinks also influence stadia attendance but these can be termed as factors of medium importance whereas match broadcast, parking space, presence of celebrities, friends and family and public transport are factors of low importance when it comes to influencing stadia attendance during Uganda Premier league. The fan behavior and attitude is positive towards the Uganda premier league as fans still continue to support their teams with a hope that one day FUFA will wake up and streamline the sport policies that will reduce match fixing scandals in this popular sport in the country. The TV broadcasting of Uganda Premier league matches does not significantly influence stadia attendance as majority would prefer to watch matches live in the stadium if the conditions of the stadia are improved. Contents Summary ............................................................................................................................... 5 List of tables .......................................................................................................................... 7 List of figures ........................................................................................................................ 7 Abbreviations ........................................................................................................................ 7 1.0 CHAPTER ONE: INTRODUCTION ........................................................................ 8 1.1 Purpose of the Study ............................................................................................... 9 1.2 Significance of the study ........................................................................................ 9 1.3 Statement of the problem ....................................................................................... 9 2.0 CHAPTER TWO: BACKGROUND TO THE STUDY .......................................... 10 2.1 An over view of football clubs and Premier League Stadia in Uganda. .............. 11 2.2 Match Fixing Scandals in Uganda. ....................................................................... 15 3.0 CHAPTER THREE: LITERATURE REVIEW ..................................................... 17 3.1 Factors affecting fans attendance of football matches. ....................................... 18 3.1.1 Environmental factors ................................................................................... 18 3.1.2 Economic Factors .......................................................................................... 21 3.1.3 Motivational Factors ..................................................................................... 22 3.2 Fan attitude and behavior towards football matches ............................................ 23 3.3 Tv broadcast of football matches ......................................................................... 24 3.4 Simple Frame work of factors affecting stadia attendance .................................. 26 4.0 CHAPTER FOUR : METHODOLOGY ................................................................. 27 4.1 Research Design ................................................................................................... 27 4.2 Research Geographical Scope .............................................................................. 28 4.3 Study Population .................................................................................................. 28 4.4 Sample size and sampling technique.................................................................... 28 4.5 Instruments ........................................................................................................... 29 4.6 Validity and Data Collection Procedure ............................................................... 29 4.7 Data Processing and Analysis .............................................................................. 30 5.0 CHAPTER FIVE: FINDINGS ................................................................................. 30 5.1 OTHER FACTORS .............................................................................................. 37 6.0 CHAPTER SIX : DISCUSSION ............................................................................. 38 7.0 RECOMMENDATIONS AND CONCLUSION .................................................... 43 8 REFERENCES ........................................................................................................ 46 9 APPENDIX ............................................................................................................... 1 List of tables Table 5.1 Background Characteristics of the Respondents ………………………….31 Table 5.3 Showing fans and how they