An Analysis of the Decline in MLB Stadium Attendance and the Marketing Techniques that can be Utilized to Fix it

Abstract

With the increase of ticket prices, access to streaming options, and alternate entertainment options, Major League Baseball has struggled to fill the seats in its stadiums. Attendance rates have been steadily decreasing over the past decade forcing baseball's executives to develop unique ways to generate revenue. Television/media contracts and licensing agreements have allowed teams to increase revenue figures, making up for the drop in ticket sales. But how do teams combat the recent drops in attendance? What marketing campaigns have been successful? Are there factors that teams can manipulate to boost attendance? This dissertation aims at identifying ways MLB teams can reverse the attendance trend and fill their stadiums. After all, this is America's pastime we're talking about.