The aim of this study is to identify variables that influence the stadium attendance in Portugal, and how these variables may affect decision management. Deriving a demand curve for stadium attendance in the Portuguese First Division Football League for 898 matches of five seasons (2010/2011-2014/2015), the results highlight five main explicative variables: cost, habit persistence, expected quality, team performance, and outcome uncertainty. With regard to outcome uncertainty, we employ the framework proposed by Humphreys and Zhou and we conclude for the importance of alternative factors affecting consumer choice like loss aversion and home win preference.