Football, Food and Fans
Authors: Shipway, R., King, K., Parry, K. and Jones, I.
Pages: 1-20
Publisher: Bournemouth University
Abstract:This research project examines the nuanced relationship between food provision and AFC Bournemouth fans at the Vitality Stadium. The focus is upon the fan-food-football experience, current choice and provision, perspectives on affordability and an exploration of the demand for healthier food options. The preliminary outcomes suggest some areas for improvement, innovation and change to the current food provision. The data was collected at the Vitality Stadium from three focus groups with sixteen AFC Bournemouth fans. The findings, on what we have termed as the ‘Football Foodscape’, highlight eight key themes including (i) Food Quality and Variety, (ii) Price and Value, (iii) Convenience and Practicality, (iv) Matchday Experience and Traditions, (v) Local and Community Connections and a Strong Fan Identity, (vi) Health and Dietary Considerations, (vii) Atmosphere and Environment, and (viii) Enhancing Appeal through Marketing and Presentation. A series of potential improvements and changes focus upon seven areas including (i) Elevating Food Quality and Expanding Variety, (ii) Optimizing Convenience and Efficiency of Service, (iii) Enhancing the Matchday Experience and Atmosphere, (iv) Community Integration and Embracing Local Sourcing of Food and Beverages, (v) Refining Pricing and the Value Proposition, (vi) Improving the Marketing and Presentation of Food Choices, and (vii) Promoting Healthier Food Choices. The wider public health implications of healthier food provision at the Vitality Stadium are highlighted.
Source: Manual