Sports consumption methods have been changing ever since the Hillsborough disaster and the legislation that was implemented after, the 1989 Football Spectators Act. The mass reduction in stadium capacities due to safety protocols, followed by the meteoric rise of football broadcasting and digital media technologies since the turn of the 21st century has changed the way supporters consume the beautiful game.
The purpose of this research was to uncover how a professional football club in the United Kingdom has potentially been impacted by such events, including in more recent times, the COVID-19 pandemic and if any changes in supporters’ consumption methods have been identified to impact the club potentially both in positive and negative ways. The use of previous research surrounding the topic of sports consumption and trends causing changes was referred to through background literature to enable for a wider scope of knowledge and depth on the topic.
The method of study was based upon particular areas of interest of the researcher whilst also utilising connections at Lincoln City F.C. to provide a unique and valuable insight. A qualitative approach consisting of interviews with employees was conducted and findings uncovered how shifting trends towards a greater number of supporters integrating digital methods for consumption into their routines has the ability to both provide positives and negatives. Lincoln City F.C. have been able to benefit by reaching new and larger audiences digitally while also having to combat issues including more volatile attendances, especially midweek. The increasing amount of alternative consumption methods have been identified to cause Lincoln City F.C. issues however the club is adapting and riding the wave of this new era of evolving consumption methods and reaping the rewards both on and off the pitch.
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