This book provides a new and unique perspective on ideas of demand within sports economics. It reviews the methodologies that underpin the current analysis of the demand for sporting events, highlights their limitations, and proposes ways in which they can be improved. By proposing a new framework that takes approaches from behavioural economics, socio-economics and open-systems methodology, a new perspective is proposed that deepens our understanding of the demand for sporting events and is presented as a research strategy that embraces qualitative and mixed methods.This book offers insight into a key economic idea through the lens of sports economics and the attendance of sporting events. It will be relevant to students and researchers interested in sports economics and the political economy of sport.