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The value of sporting success to Germans: Comparing the 2012 UEFA Championships with the 2012 Olympics

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  • Wicker, Pamela
  • Kiefer, Stephanie
  • Dilger, Alexander

Abstract

We examine the value of sporting success to the German population at two major sport events in 2012, the European Championships in football and the London Olympic Games. Using the contingent valuation method (CVM), this study is the first to compare the value of sporting success between two events. The results show a higher average willingness-to-pay (WTP) for winning the European title in football (€47.31) than for Germany being ranked first in the Olympic medal table (€37.06). Aggregated WTP amounts to €3.3 billion (football) respectively €2.6 billion (Olympics). We can also determine significant drivers of WTP for sporting success. -- Wir untersuchen, wie viel sportliche Erfolge bei zwei großen Sportveranstaltungen, der Fußballeuropameisterschaft 2012 und den Olympischen Sommerspiele 2012, der deutschen Bevölkerung wert sind. Diese Studie ist die erste, die den Wert von sportlichen Erfolgen bei zwei Sportveranstaltungen vergleicht. Dafür wird die Contingent Valuation Method angewandt. Die Ergebnisse zeigen, dass die durchschnittliche Zahlungsbereitschaft für den Gewinn des Europameisterschaftstitels (47,31 Euro) höher ist als die durchschnittliche Zahlungsbereitschaft für den ersten Platz im Medaillenspiegel bei den Olympischen Sommerspielen (37,06 Euro). Eine Hochrechnung der gesamten Zahlungsbereitschaft für die deutsche Bevölkerung kommt zu einem Betrag von 3,3 Mrd. Euro (Fußball) beziehungsweise 2,6 Mrd. Euro (Olympia). Darüber hinaus ermittelt die Studie signifikante Einflussfaktoren der Zahlungsbereitschaft für sportliche Erfolge.

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Paper provided by University of Münster, Institute for Organisational Economics in its series Discussion Papers of the Institute for Organisational Economics with number 11/2013.

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Date of creation: 2013
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Handle: RePEc:zbw:umiodp:112013

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  1. Carlsson, Fredrik & Martinsson, Peter, 2001. "Do Hypothetical and Actual Marginal Willingness to Pay Differ in Choice Experiments?: Application to the Valuation of the Environment," Journal of Environmental Economics and Management, Elsevier, vol. 41(2), pages 179-192, March.
  2. Pablo Castellanos & Jaume García & José Manuel Sánchez, 2011. "The Willingness to Pay to Keep a Football Club in a City: How Important are the Methodological Issues?," Journal of Sports Economics, , vol. 12(4), pages 464-486, August.
  3. John Loomis & Thomas Brown & Beatrice Lucero & George Peterson, 1996. "Improving Validity Experiments of Contingent Valuation Methods: Results of Efforts to Reduce the Disparity of Hypothetical and Actual Willingness to Pay," Land Economics, University of Wisconsin Press, vol. 72(4), pages 450-461.
  4. Bruce K. Johnson & John C. Whitehead & Daniel S. Mason & Gordon J. Walker, 2006. "Willingness to Pay for Amateur Sport and Recreation Programs," Working Papers 06-14, Department of Economics, Appalachian State University.
  5. Bruce K. Johnson & Peter A. Groothuis & John C. Whitehead, 2001. "The Value of Public Goods Generated by a Major League Sports Team: The CVM Approach," Journal of Sports Economics, , vol. 2(1), pages 6-21, February.
  6. Steffen Rätzel & Joachim Weimann, 2006. "Der Maradona Effekt: Wie viel Wohlfahrt schafft die deutsche Nationalmannschaft?," Perspektiven der Wirtschaftspolitik, Verein für Socialpolitik, vol. 7(2), pages 257-270, 05.
  7. BK. Johnson & JC. Whitehead, 2000. "Value of public goods from sports stadiums: the CVM approach," Contemporary Economic Policy, Western Economic Association International, vol. 18(1), pages 48-58, 01.
  8. Wicker, Pamela & Prinz, Joachim & von Hanau, Tassilo, 2012. "Estimating the value of national sporting success," Sport Management Review, Elsevier, vol. 15(2), pages 200-210.
  9. Bruno S. Frey, 2008. "Happiness: A Revolution in Economics," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262062771, December.
  10. Pamela Wicker, 2011. "Willingness-to-Pay in Non-Profit Sports Clubs," International Journal of Sport Finance, Fitness Information Technology, vol. 6(2), pages 155-169, May.
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