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Publication

Understanding No-Shows: Why an empty seat is more than just an empty seat

When Professor Dr Dominik Schreyer stepped onto the stage at Tottenham Hotspur Stadium, he opened with a sentence that set the tone for his entire session: “An empty seat is never just an empty seat.” In the world of stadium operations, commercial strategy and fan experience, few topics are as widely underestimated — and yet as fundamentally important — as no-show behaviour.

13 Jan 2026

For many years, even academics dismissed the issue. Why worry about attendance when the ticket has been sold? Why care about an empty seat when the revenue is already booked? Schreyer spent the next 20 minutes demonstrating just how flawed…

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