Introduction There is need for organizations to understand the composition of international marketing to enable managers come up with successful strategies that can work within the global market. Operation of business activities sometimes takes place in complex environments where the businesses face high risks and uncertainties. This calls for necessary knowledge and skills in marketing and business activities that enables effective competition of the firm with others within the market (Doole and Lowe 3). Marketers in sporting events are faced with the challenge of finding out important factors that lure people towards or away from sporting events. High pricing of the tickets is considered one of the major factors affecting match attendance in UAE stadiums. The games receive poor publicity in the media leaving the people with the notion that the tickets might be selling at very high prices. There is almost no advertising of these games and considering also that few people are either interested or play the games. The slow processing and sale of tickets is also one of the contributing factors for lack of motivation towards the games within UAE. Also tight security around the stadiums which sometimes leads to confiscation of spectator items is one of the discouraging incidences contributing to low match attendance (AFP 1). The rate at which people attend matches in stadiums is one of the potential sources of revenues. According to Cunningham and Kwon (139), the factors affecting fan turn out should not only be looked at theoretically but should be reviewed practically. There is the problem of marketing sports in UAE due to complexity in consumer behaviours and communication procedures. United Arab Emirates experiences low attendees in stadiums during matches because the people are cultured towards watching cinemas and visiting shopping malls. The attendance to football games have dropped drastically in the recent times with the number recording few hundreds of spectators per match. The entertainment sectors like cinemas are more popular in UAE than the games. This calls for effort by marketers in designing strategies on how to market football culture within UAE. The passion of football need to be restored back to the culture, this can be done through empowerment of youths, and creation of strong relationship between sports heroes and the fans. Concerning the tight security round and within the stadiums, sports management should provide alternatives to fans, like introduction of open glasses of water to the fans (Rivzi 1). Poor promotion of the domestic leagues makes fans not to be informed about the games and the venue of matches. There is need to adopt other marketing mix elements like communication to replace the traditional free entry to football. Problem Statement This research seeks to answer the question as to why football fans in United Arab Emirates do not attend matches at the stadium. From the sports administration view the sale of match tickets to fans is one of the important ways of raising revenue and also helps in promoting sporting activities within the country. Literature review There are many factors that affect the level of attendance on matches hosted in stadiums. Cunningham and Kwon (127), showed some factors which include the