Abstract
Although product augmentation is nothing new in the traditional consumer services sector, it is still to be applied widely across the professional sport industry globally. Some sports have lagged behind market leaders such as the NBA and NFL in the United States. One such sport is English professional premier rugby league. In 1996 this sport's ruling body made a fundamental shift to the scheduling of this competition from winter to summer. In addition, clubs within the competition were encouraged to develop their match day package as family entertainment. This paper examines the level of support by season ticket holders (N= 544) of a club competing in the English Super League to the introduction of an augmented match day entertainment package. Support for changes to the scheduling of games, overall rating of the match day package and each of its elements, and the relationship between gender and support were determined by chi-square analysis. No gender difference was found with respect to these parameters; however, differences were found relating to broad age segments.
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