Abstract
As in the famous Petty's-Clark's law service industries make up an increasing proportion of the national income as economies are developing. Good example is in Britain which has enjoyed prosperity for the past 15 years as the best place for service industries while Japan lags far behind . Among them the professional football renowned for its Premier League has already become one of the big service industries. In categories of service mix football can be classified in "Major service with accompanying minor goods and services"(P.Kotler) .Here the centre of the service is provided in the stadium where game is the major while sale of goods at club shop is minor service. Because of the characteristics of service, especially unpredictability, stadia management has become important in the sense that it produces good atmosphere by matching players' great efforts with the fans' enthusiasm. Unless the clubs own their own stadium it should be almost impossible to provide great service to fill customer satisfaction. English Premier League's success compared with their rivals on the Continent certainly shows the importance. Out of the revenues at football industry gates on matchday are the most stable one compared with the other ones like broadcast, sponsorship and commercials .The industry is so speculative (wages to turnover ratio of 62%) in its nature that stadia management in attracting supporters and filling fan equity has been/will become critical . Now that it is becoming harder to build new stadia because of external diseconomies the clubs should pay more attention to communicating with the nearby community and using them as an community asset.
