The recent Elon graduate and sport management professor co-published a peer-reviewed study, analyzing attendance factors in the National Women’s Soccer League.
Lena Gunn ’25 turned a curiosity about fan engagement in professional women’s sports into a nationally published research project – the result of work the recent Elon graduate began as an undergraduate.
The strategic communications and media analytics double major recently co-authored a peer-reviewed paper with Assistant Professor of Sport Management Alex Traugutt. Titled “Promotions and Themes: An Empirical Analysis of Attendance Factors in the National Women’s Soccer League,” the study was published in the Journal of Applied Sport Management. It analyzed attendance trends during the 2023 season and found that themed events significantly increased match attendance, while traditional promotions had limited impact.
Drawing on data from all 167 regular-season matches, the study also identified key external drivers of attendance, including post-World Cup timing, visiting star players, and local market demographics. These findings offer actionable insights for NWSL teams seeking to grow their fanbases and refine marketing strategies amid the league’s rapid expansion.
According to Traugutt, the paper was the result of multiple semesters of work and was first presented at the Applied Sport Management Association (ASMA) conference, where Gunn earned first place in the Undergraduate Research Competition. Gunn served as the paper’s lead author.
As that study made its publication debut, another Elon undergraduate-led project – also mentored by Traugutt – was accepted for publication. Lily Barker ’25, a sport management major and member of Elon’s women’s volleyball team, led a companion study focused on NCAA Division I women’s volleyball. The forthcoming paper, to be published in the Journal of Amateur Sport, found that promotional events, match scheduling, and opponent quality all significantly influence fan attendance.
“These publications exemplify the power of student-faculty collaboration at Elon,” Traugutt said. “Lena and Lily developed as researchers by tackling real-world sport industry challenges. From forming research questions to presenting and publishing their work, they gained skills that will serve them long beyond the classroom.”
Following their graduations in May, Gunn now works as a sports partnership coordinator with Novant Health, and Barker is pursuing her MBA in sport management at San Diego State University.