Development of the Sport Interest Inventory (SII): Implications for Measuring Unique Consumer Motives at Team Sporting Events

TLDR: A 30-item sport interest inventory (SII) was developed and validated for measuring ten unique motives related to consumer interest at an international sporting event as discussed by the authors, which revealed that sport and team interest, excitement, supporting women's opportunity in sport, aesthetics and vicarious achievement explained 35 percent of the variance in spectators' interest in the event.

Abstract: A 30-item Sport Interest Inventory (SII) was developed and validated for measuring ten unique motives related to consumer interest at an international sporting event. Spectators (N=1,321) attending five different US venues during the 1999 FIFA Women's World Cup were administered the SII. Analysis revealed that sport and team interest, excitement, supporting women's opportunity in sport, aesthetics and vicarious achievement explained 35 per cent of the variance in spectators' interest in the event. Results provide sport marketers with consumer-based marketing strategies, particularly for women's sport.