ABSTRACT
The need for spectators is therefore at the heart of sporting events' economic model which determines sport organisations' focus on spectators and in turn the sports events' marketing and management. Spectators are not only directly important to the sports events themselves but are also important for diverse sporting events' stakeholders. This chapter discusses the homogeneity of sport spectators and several theoretical frameworks. Some of these concepts and frameworks are then used and applied to two case studies. The first case specifically looks at the live spectators of the Manchester United Football Club's home games, whereas the second case looks at the Super Bowl XLV's crowd composition. The chapter analyses the main theoretical and management issues faced by sporting events, looking at various theoretical concepts and marketing approaches in order to attract spectators to sports events, manage and satisfy spectators and make them become loyal when possible. Several sporting examples are used to illustrate these managerial approaches.
