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There are a few things that can affect attendance. Ticket price, Sponsorship relationships and most importantly squad value.
Imagine taking the rating of all your players in the squad and then formulating an average, this is your star appeal, for want of a better expression. The better the star appeal, the bigger the crowds. So as you improve the overall quality of your squad, attendances should rise. So look out for players hanging around your squad who bring the overall level down.
We are looking at attendances, particularly big cup games etc, where you would be expecting to sell out regardless of your current league attendances and we are looking at ways to make improving attendances more transparent.