What motivates fans from different nationalities to travel internationally to attend major sports events? An analysis based on the UEFA Euro 2016 Football Championship

Individuals have different motivations for attending football games. However, it is very hard to identify these motivational factors. Sports marketers might use those factors to recognise their intended populations. This research examined the motivational factors affecting sports fans’ participation in the UEFA Euro 2016 Football Championship. A non-experimental quantitative design was chosen. The Fan Motivation Scale was used to determine the motivational factors of English, Irish, and Welsh sports fans (N = 644) participating in group-stage games. The results revealed that entertainment, quality of the game and socialising with others were the most important motivational factors affecting sports fans’ decisions to attend football games. Conversely, the sport atmosphere, escape from daily routine through football games, and boredom avoidance were identified as the least important factors affecting the participation decision of sports fans in football games. These findings emphasise the need for culturally tailored event approaches to mirror international sports fans’ motivations. Acknowledging differences in national identity and sports legacies can guide organisers in designing more engaging and socially inclusive offerings. Collectively, these factors have the potential to enhance fan satisfaction and strengthen the long-term appeal of host destinations to tourists. © 2025 Informa UK Limited, trading as Taylor & Francis Group.