Lily Barker 鈥25, a sport management major and former women鈥檚 volleyball player, collaborated with Assistant Professor Alex Traugutt on a study published in the Journal of Amateur Sport exploring what influences NCAA Division I volleyball match attendance. Their findings highlight the key roles of scheduling, opponent quality, and promotional efforts in attracting fans to games.
Alumna , a sport management major and former member of the university鈥檚 women鈥檚 volleyball team, recently published co-authored research with Assistant Professor of Sport Management Alex Traugutt, examining the factors that most impact attendance at NCAA Division I women鈥檚 volleyball matches.
Their paper, titled 鈥溾 was published in October in the Journal of Amateur Sport. The study analyzed more than 700 matches from 15 NCAA Division I programs between 2021 and 2023 to determine which variables most influenced fan turnout.
According to the research, evening start times, conference matchups, and opponent strength were significant predictors of higher attendance. Promotional events also led to moderate attendance gains, while win-loss records and prior postseason success were less impactful. The findings suggest that fan engagement in women鈥檚 volleyball is often driven more by the experience and context of the event rather than by team performance alone.
鈥淏y analyzing real-world data from across the NCAA landscape, Lily helped uncover insights that athletic departments can use to enhance the fan experience and elevate the visibility of women鈥檚 sports,鈥 Traugutt said.
For Barker, the research was a natural extension of her experience as both a student-athlete and aspiring sport professional. She is now pursuing a Sports Management MBA at San Diego State University.
The study鈥檚 results provide actionable guidance for athletic departments and event managers seeking to boost attendance and engagement. Strategic scheduling, creative promotional efforts, and competitive matchups can play a pivotal role in sustaining the growing popularity of women鈥檚 collegiate volleyball.
鈥淭his project really captures what experiential learning looks like at 黑料不打烊,鈥 Traugutt said. 鈥淟ily brought her experiences as a student-athlete into the research process, and that connection made the work both meaningful and practical.鈥
The Journal of Amateur Sport is an open-access, peer-reviewed academic journal published by The University of Kansas that provides a scholarly outlet for research on amateur sports at all levels.