UNPACKING THE EMPTY STANDS: THE PREMIER SOCCER LEAGUE'S ATTENDANCE DILEMMA
- Daniel du Preez, CA(SA)
The Premier Soccer League (PSL) boasts some of the most talented players and competitive matches globally, yet it faces a persistent challenge: low attendance at its games. This article addresses three critical factors contributing to this issue.
1. Economic Conditions
Matchday tickets in the PSL range from R40 to R100 per person. Viewership statistics confirm that the large majority of PSL fans in South Africa are low- and middle-class income earners. Long-lasting economic instability has led to severely reduced disposable income for most South Africans, impacting stadium attendance as spending available for entertainment decreases.
While a “mere” R40 may seem immaterial once-off, when you are paying this throughout the season for yourself and/or your family members to attend games, those costs in this tough economic climate add up.
Many have called out for clubs to allow fans free entry into the stadiums like Mamelodi Sundowns have been able to do for their continental cup fixtures.
However, due to the minimal sponsorship revenue generated by clubs in the league, they rely on this insignificant ticket revenue to cover whatever portion of operational costs it can.
A solution which would help clubs bring in more fans and support is one best executed by the ever-evolving Cape Town City FC through their season ticket option. This is a once-off purchase made by their fans for only R500 to attend all home games during the season. Implementing this bundle pricing strategy provides fans with more value for money and is a idea that hopefully grows amongst PSL clubs in seasons to come.
2. Fan Engagement and Overall Experience
The atmosphere within stadiums, including fan engagement activities and the quality of interaction with players, significantly influences attendance. Effective promotion and marketing strategies are crucial for attracting casual fans and maintaining interest throughout the season. For example, the on-field entertainment activities such as penalty shoot-outs and dancing competitions held at Orlando Stadium is something all attendees look forward to as soon the referee blows the whistle for halftime.
Apart from activations and activities, the overall fan experience is also often impacted by common concerns around the safety and security of individuals inside stadiums and vehicles parked outside the stadium. One unpleasant experience tends to deter fans from attending matches, especially in areas and stadiums with a history of violence, theft, or hooliganism.
3. Performance and Team Success
Like in any sport, when teams are not performing well over a period of time, it will reflect in the lack of support shown by its supporters. In the PSL this is very evident, when the more popular teams like Kaizer Chiefs and Orlando Pirates struggle to play well, win games, and secure trophies. Fans therefore often opt to watch their team’s games from home, if it all, avoiding the disappointing feelings experienced in the stands.
To prove that performance directly impacts attendance we need to look no further than our national soccer team, Bafana Bafana. Post the 2010 FIFA World Cup held in South Africa, the performances of Bafana Bafana left fans extremely disappointed and attendance at their games were at an all-time low. Contrastingly, following their success at the recent Africa Cup of Nations tournament, South Africans came out in their numbers on a cold Tuesday night in Bloemfontein to support the boys in their quest to qualify for the 2026 FIFA World Cup.
There is no doubt that South Africa is a football-loving nation. Tackling the issues around low PSL attendance requires proactive measures from clubs and the league to enhance affordability, and performance and innovate the match-day experience, ultimately rekindling the passion and active support of South African football fans.