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The impact of the national sports lottery and the FIFA World Cup on attendance, spectator motives and J. League marketing strategies

Daniel C. Funk (Griffith University, Gold Coast Campus, PMB 50 Gold Coast Mail Centre, Queensland 9726, Australia)
Makoto Nakazawa (University of Tuskuba, Japan)
Daniel F. Mahony (University of Louisville, United States)
Robert Thrasher (University of Louisville, United States)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 March 2006

Abstract

This paper examines the impact of the national sports lottery (toto) in 2001 and the 2002 FIFA World Cup for the Japan Professional Soccer League - J. League. In 2001 J. League attendances grew dramatically and were sustained in subsequent years, even though member clubs did not change many of their marketing strategies and chose to maintain a distance from toto. The evidence suggests that hosting the World Cup allowed the league to leverage the country's hosting of the event in order to generate long-term interest and attendance at J. League games. By contrast, toto appears to have had a short-term impact.

Keywords

Citation

Funk, D.C., Nakazawa, M., Mahony, D.F. and Thrasher, R. (2006), "The impact of the national sports lottery and the FIFA World Cup on attendance, spectator motives and J. League marketing strategies", International Journal of Sports Marketing and Sponsorship, Vol. 7 No. 3, pp. 115-133. https://doi.org/10.1108/IJSMS-07-03-2006-B011

Publisher

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Emerald Group Publishing Limited

Copyright © 2006 by Winthrop Publications Limited