Sporting events have historically incorporated artistic entertainment to enrich spectator experiences, maintaining spectator engagement, evoking positive emotions, and fostering lasting memories (Vorderer et al., 2004; Zillmann Nielsen, 2022), understanding the importance of artistic entertainment is increasingly crucial. Despite its prevalence, the mechanisms underlying its effectiveness and strategic implementation remain underexplored. This study aims to address the identified gap by examining how artistic entertainment can be effectively programmed at live sporting events by integrating insights from both spectators and industry professionals by utilizing the Stimulus-Organism-Response (SOR) theory and the Theory of Reasoned Action (TRA) as guiding frameworks. Method: This study employed a qualitative research approach, conducting 28 semi-structured interviews with sport spectators and entertainment managers. Additionally, a documentary analysis of 10 industry-focused podcasts was performed to understand the strategic planning and implementation of artistic entertainment. A thematic analysis was conducted to identify key aspects influencing spectators’ artistic entertainment experiences. Data collection continued until thematic saturation was reached, ensuring that no new themes emerged from additional data. To enhance the validity of findings, data triangulation was utilized by incorporating multiple sources, including interviews, documentary analysis, and expert insights, providing a comprehensive perspective on artistic entertainment programming. Findings revealed nine key themes that were deemed central to artistic entertainment programming: Sensory Appeal and Integration, Engagement and Interaction, Information and Guidance, Evolution and Innovation, Relevance, Appropriateness, Variety, Local Culture, and Quality of Sensory Elements. These elements significantly contribute to an enhanced game-day experience, highlighting the importance of multisensory, engaging, and culturally relevant entertainment. Additionally, analysis of industry-focused podcasts provided further insights into best practices for entertainment programming. Industry professionals emphasized the role of technology in enhancing engagement, the necessity for meticulous preparation to ensure seamless execution, and the importance of tailoring entertainment to audience demographics. Continuous evaluation and adaptation based on audience feedback were also highlighted as crucial for maintaining innovation and relevance. As spectators increasingly demand tailored and immersive experiences, strategic planning of artistic entertainment must adapt. This research provides valuable insights for event organizers, emphasizing the need for thoughtfully designed, contextually appropriate, and seamlessly integrated entertainment offerings. This study contributes to both academia and industry by offering practical recommendations for optimizing artistic entertainment in live sporting events, ultimately enhancing attendance, engagement, and consumer satisfaction.
Bo et al. (Thu,) studied this question.