Commercial businesses aim for predictability and certainty, especially when it comes to product quality. But predictability and certainty are not always valued in the sporting world, especially when it comes to the delivery of professional sport competitions. From a spectator's perspective the sport experience is better experienced when unpredictable. Sport events actually depend on that unpredictability in order to attract people to the game. When the results of games cannot be predicted, attendances at sporting contests are likely to be higher, as are the profits of leagues. However, the absence of predictability also leads to significant variability in the quality of sporting performances. Many factors can contribute to the variability of the sport product, including the weather, player injuries, the venue, the quality of the opponents, the closeness of the scores and even the size of the crowd. A cricket match can be exhilarating, boring or even frustrating, but fans still have to pay the same price. Sport marketers may attempt to overcome this by 'improving' the product in systematic ways, such as including a star player, offering premium seating or providing other forms of entertainment and inviting facilities. The uncertain nature of sport contests is just one element of a total experience, although it is an important element for financial success.