INFLUENCE OF DIGITALIZATION PROCESSES ON ATTENDANCE TO RUSSIAN PREMIER LEAGUE FOOTBALL MATCHES

The purpose of the research is to assess the impact of the introduction of FAN ID on the audience, to search for mechanisms to mitigate the negative consequences that have arisen. 

Methods and organization of the research. The article provides an assessment and results of a comparative analysis of changes in the age and gender composition of fans attending identical matches under different requirements for access to the stadium. During the study, the statistical method and methods of retrospective analysis, aggregation, grouping of viewers by gender and age, analogies, and visual observation were used. The information base of the study was statistical data, regulatory documents, empirical data collected by the authors. 

Research results and their discussion. The results of the study indicate a change in the qualitative composition of the audience after the decision on the mandatory use of the «Fan Card» for access to matches of the Russian Football Premier League. Using examples of specific football matches with different requirements for access to the stadium, the dynamics of changes in the share of spectators of different genders and ages is shown. The contradictions that arose during the implementation of the «Fan Card» were revealed. The facts are considered, indicating that the decrease in the number of viewers is not limited solely to the factor of FAN ID implementation and depends on a set of reasons. Age and social groups of the population that have not been covered so far by efforts to promote FAN ID are highlighted. The prediction of further changes in attendance at football matches is given, specific steps are proposed that can change the emerging negative trends, including those aimed at transforming the «Fan Card» from a prohibitive tool into a motivating one for visiting stadiums. 

Conclusion. The introduction of the «Fan Card» not only influenced the attendance of matches, but also served as a catalyst for an evolutionary change in the composition of match visitors, increasing the proportion of women and children in the total number of spectators. 

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