Edinburgh Napier University

  The paper seeks to further understand the sport market structure. In doing so it considers whether New Zealand sport event markets follow the Duplication of Purchase Law or whether they are highly demographically segmented. It analyses a single source data set of consumer demographic profiles relating to Rugby, Cricket, Motor Sports, Horse Racing, Soccer, Basketball, Tennis, League and Golf tournaments. While the events appear to follow the duplication of purchase law there are some minor variations with the social-economic and ethnicity variables. Sport events are significant components of both lifestyle and city and regional macroeconomic calculus. Further research could be undertaken to assess possible lifestyle segmentation variables. Similarly, research could consider if there is possible partition in the sport event market that could benefit from the bundling of sport events.