Lily Barker ’25, a sport management major and former women’s 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 Lily Barker ’25, a sport management major and former member of the university’s women’s 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’s volleyball matches.
Their paper, titled “Determinants of Attendance in Women’s College Volleyball: An Empirical Analysis,” 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’s volleyball is often driven more by the experience and context of the event rather than by team performance alone.
“By 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’s sports,” 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’s 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’s collegiate volleyball.
“This project really captures what experiential learning looks like at Elon,” Traugutt said. “Lily brought her experiences as a student-athlete into the research process, and that connection made the work both meaningful and practical.”
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.