International Journal of Sport Management

Exploring the Role of Marketing Strategies in Enhancing Local Professional Soccer League Attendance Post-Hosting the FIFA World Cup

Saad M. Alshamari, Stephen L. Shapiro

This study explores the impact of the 2022 FIFA World Cup on local professional soccer league attendance in Qatar by investigating how sport mega-events influence domestic sport consumption behaviors and marketing practices. Drawing on Service-Dominant Logic (SDL) and Consumer Culture Theory (CCT), the research explores the co-creation of value within a culturally specific service ecosystem. Using a dual-perspective approach, the study incorporates insights from two key stakeholder groups: local spectators who attended the World Cup and marketing managers affiliated with Qatari professional clubs. Findings reveal that while the World Cup significantly elevated soccer awareness and emotional engagement, especially among Qatari women, structural and cultural barriers continue to hinder sustained attendance. Marketing managers have responded with adaptive strategies that emphasize community outreach, digital engagement, and culturally sensitive fan experiences. However, the tension between global spectacle and local identity presents ongoing challenges. This study contributes to sport marketing field by addressing the contested legacy of mega-events in a new region. Also, provide practical implications for sport organizations and marketers aiming to enhance the effectiveness of their marketing strategies in similar contexts.

Keywords: FIFA World Cup, attendance, marketing strategies, Service-Dominant Logic, Consumer Culture Theory

APA Citation: Alshamari, S. M., & Shapiro, S. L. (2025). Exploring the role of marketing strategies in enhancing local professional soccer league attendance post-hosting the FIFA World Cup. International Journal of Sport Management, 26(4), 390-432.

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