Professional Basketball League has been concerned with the significant decrease in the general interest surrounding the game of basketball, which has resulted in a fewer number of fans attending the league`s games. The Basketball Spectator Non-Attendance Scale is an instrument that facilitates the identification of factors associated with non-attendance at professional basketball games in Greece. The scale was successfully tested for validity and reliability with a convenience sample of 270 students at the University of Athens. The design of the instrument, its practical applications and results from our initial findings are reported and explained. The paper also provides a review of attendance and non-attendance studies at sporting events, which are discussed in the context of current theoretical perspectives. Tentative recommendations are made for reaching this rather sizable non-attendance market.
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