631 Effects of Competitive Balance: The Consumers' Perspective

Competitive balance lies at the heart of professional sport collective bargaining agreements and is central to league management philosophy. The uncertainty of outcome hypothesis theorizes that consumers prefer attending games between evenly matched opponents. This study focuses on the role within season competitive balance plays in Major League Baseball (MLB) fans’ decision to attend a game. Understanding the value of competitive balance in determining sport consumption outcomes is crucial for sport managers and academicians alike.