DO FANS CARE ABOUT PLAYOFF STRUCTURE? THE IMPACT OF PLAYOFF FORMAT ON FAN DEMAND IN MAJOR LEAGUE SOCCER.

This article investigates how changes in the Major League Soccer (MLS) playoff format and three unique factors—designated players (DPs), soccer-specific stadiums, and the Hispanic population—affect average annual team attendance from 1996 to 2017. The study finds that fan demand is positively influenced by a lower threshold for playoff qualification, measured by the proportion of teams making the playoffs, rather than the absolute number of playoff teams. Additionally, attendance increases with the number of domestic DPs (local star players), the presence of soccer-specific stadiums, and larger Hispanic populations in the team’s region, while international DPs and total DP numbers show no significant effect. These findings suggest that MLS expansion strategies and marketing efforts might benefit from emphasizing playoff accessibility, investing in soccer-specific venues, and promoting local talent to enhance fan engagement.