Books Down, Game On: What Draws Public University Students to the GUSA Games in Ghana

This study investigated the factors influencing student spectatorship at the Ghana Universities Sports Association (GUSA) Games, a major inter-university sports competition. Despite the Games' role in promoting student development, institutional pride, and networking, student spectating remains poor. Using a pragmatic research philosophy, the study adopted a mixed methods approach with a convergent parallel design to gain a better understanding of spectatorship behavior. Quantitative data (702) were collected using structured questionnaires from five public universities, while qualitative data were obtained through an interview guide with five non-student athletes, student sports leaders, and three coaches. Both data sets were gathered simultaneously, analyzed separately, and integrated during interpretation. Findings show that gender, academic level, and employment status significantly predict future spectatorship. Male, undergraduate, and unemployed students are more likely to spectate GUSA games than female, postgraduate, and employed counterparts. Key barriers found include travel difficulties, poor event timing, high transportation costs, and inadequate promotion. Although 62% had never spectated the GUSA Game, 97.9% said they would recommend it to others, and 96.7% expressed willingness to spectate in the future, suggesting interest exists but is hindered by structural constraints. Qualitative insights emphasized the importance of institutional culture, scheduling GUSA Games within academic calendars, administrative support, improved logistics (transport, accommodation, organized supporter groups), and effective sponsorship. The study concludes that strategic planning, altering institutional culture to include GUSA games, integrating GUSA Games into academic schedules, and enhancing awareness are critical to boosting student spectatorship. Attending to these factors can promote the developmental potential of university sports within Ghana’s higher education system.