European Men's Club Football in the Eyes of Consumers: The Determinants of Television Broadcast Demand. (June 2023)

• Record Type: Journal Article
• Authors: Macedo, Anthony; Ferreira Dias, Marta; Mourão, Paulo Reis
• Is Part Of: Journal of sports economics. Volume 24:Number 5(2023)
• Page Start: 579
• Page End: 623
• Publication Date: 2023-06
• Subjects: stated preferences -- viewing frequency -- willingness-to-pay -- sports -- European super league; Sports -- Economic aspects -- Periodicals; Sports administration -- Periodicals; 338.47796
• DOI: 10.1177/15270025221143982
• Languages: English
• ISSNs: 1527-0025

Abstract

Using stated preferences, this study estimates the determinants of television broadcast demand for current European men's club football competitions and a hypothetical European Super League. The results suggest that demand increases for most competitions with the consumer's level of interest, the accessibility to the matches, and the consumer being fan of a club playing in that competition. No support to the uncertainty-of-outcome hypothesis is found, as perceived competitive balance does not increase demand for most competitions. Conversely, the perception of quality of game played tends to be a more important driver of demand, influencing more competitions and having a larger impact.