Soccer Attendees’ Preferences for Facilities at the Fionia Park Stadium: An Application of the Discrete Choice Experiment

The discrete choice experiment (DCE) is introduced in sports economics by empirically investigating soccer attendees’ preferences for facilities at a soccer stadium in Denmark. The appropriateness of the strategy of differentiating prices based on quality of opponents (A vs. B matches) is investigated. The results indicate that respondents are capable of understanding the exercise. The DCE is a useful and valid tool in assessing the strength of preferences for stadium facilities. The study found positive preferences for the investigated facilities, except for the use of cheerleaders where the authors observed some heterogeneity.