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The most likeable soccer players and the least likeable hockey players are in greater demand

Author

Listed:
  • Vojtěch Kotrba

    (J. E. Purkyně University)

  • Mirka Strnadová

    (University of New York in Prague)

  • Luis F. Martinez

    (Universidade Nova de Lisboa)

  • Pedro Brinca

    (Universidade Nova de Lisboa)

Abstract

This study explores how athletes' likeability affects their popularity in fantasy leagues, analyzing data from the 2015–16 seasons of the Premier League and the National Hockey League with 11,000 users. Surveys were used to gauge athlete likeability, and models revealed that highly likeable soccer players and less likeable hockey players attract more demand. To enhance the fan experience, clubs can proactively address players' public image, but it's crucial to prioritize athletes' character over likeability. Clubs can also incorporate these values into their communication strategies, emphasizing the importance of athletes as role models.

Suggested Citation

  • Vojtěch Kotrba & Mirka Strnadová & Luis F. Martinez & Pedro Brinca, 2025. "The most likeable soccer players and the least likeable hockey players are in greater demand," The Journal of Economic Inequality, Springer;Society for the Study of Economic Inequality, vol. 23(2), pages 529-548, June.
    • Handle: RePEc:spr:joecin:v:23:y:2025:i:2:d:10.1007_s10888-024-09650-9
    DOI: 10.1007/s10888-024-09650-9
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    Keywords

    Physical appearance; Consumers’ preferences; Decision making; Fantasy sport; Multiuser Internet games;
    All these keywords.

    JEL classification:

    • J24 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Human Capital; Skills; Occupational Choice; Labor Productivity
    • J44 - Labor and Demographic Economics - - Particular Labor Markets - - - Professional Labor Markets and Occupations
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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