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The impact of the Euro 2012 on popularity and market value of football players

  • Kiefer, Stephanie
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    High popularity and a high market value are important for a footballer's regular wage as well as advertising and sponsor contracts. Yet how can a football player improve his popularity and market value? The aim of this study is to examine whether a good performance during the 2012 European Football Championship has an impact on the increase of popularity in different online media and on market value and if so which specific performance variables are relevant for this. This study finds out that different Euro 2012 performance variables significantly influence the increase of popularity in selected online media and of market values. However, these performance variables mostly do not have the highest impact on the dependent variables.

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    File URL: http://econstor.eu/bitstream/10419/67719/1/732562104.pdf
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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 11/2012.

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    Date of creation: 2012
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    Handle: RePEc:zbw:umiodp:112012
    Contact details of provider: Postal: Universitätsstr. 14-16, 48143 Münster
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    Fax: 02 51 / 83-2 83 99
    Web page: http://www.wiwi.uni-muenster.de/io/en/index.html

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    1. Egon Franck & Stephan Nüesch, 2007. "Talent and/or Popularity - What Does it Take to Be a Superstar," Working Papers 0074, University of Zurich, Institute for Strategy and Business Economics (ISU).
    2. Claudio Lucifora & Rob Simmons, 2003. "Superstar Effects in Sport: Evidence From Italian Soccer," Journal of Sports Economics, , vol. 4(1), pages 35-55, February.
    3. Adler, Moshe, 2006. "Stardom and Talent," Handbook of the Economics of Art and Culture, Elsevier.
    4. Erik E. Lehmann & Günther G. Schulze, 2007. "What does it take to be a star? The role of performance and the media for German soccer players," Discussion Paper Series 1, Department of International Economic Policy, University of Freiburg, revised Mar 2008.
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