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Local heroes and superstars - an empirical analysis of star attraction in German soccer


Brandes, L; Franck, E; Nüesch, S (2008). Local heroes and superstars - an empirical analysis of star attraction in German soccer. Journal of Sports Economics, 9(3):266-286.

Abstract

Recent studies of the demand for sports clearly indicate that stars play an important role in promoting fan interest. However, on theoretical grounds it is controversial if a star’s talent superiority and/or a star’s popularity drive match attendance and hence
increase gate revenues. Using longitudinal match attendance data of all clubs in the first German soccer league in a 9-year period, the authors analyze star attraction of national superstars and of so-called ‘‘local heroes’’ defined as the most valued players of teams without national superstars. The authors find empirical evidence that these groups differ in the way they attract fans: whereas superstars enhance attendance both at home and on the road, the star attraction of local heroes is limited to home games.
In addition, superstars attract fans by outstanding field performances, whereas local heroes facilitate fan support by mere popularity.

Recent studies of the demand for sports clearly indicate that stars play an important role in promoting fan interest. However, on theoretical grounds it is controversial if a star’s talent superiority and/or a star’s popularity drive match attendance and hence
increase gate revenues. Using longitudinal match attendance data of all clubs in the first German soccer league in a 9-year period, the authors analyze star attraction of national superstars and of so-called ‘‘local heroes’’ defined as the most valued players of teams without national superstars. The authors find empirical evidence that these groups differ in the way they attract fans: whereas superstars enhance attendance both at home and on the road, the star attraction of local heroes is limited to home games.
In addition, superstars attract fans by outstanding field performances, whereas local heroes facilitate fan support by mere popularity.

Citations

19 citations in Web of Science®
23 citations in Scopus®
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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:03 Faculty of Economics > Department of Business Administration
Dewey Decimal Classification:330 Economics
Language:English
Date:June 2008
Deposited On:10 Sep 2008 08:32
Last Modified:05 Apr 2016 12:24
Publisher:Sage Publications
ISSN:1527-0025
Publisher DOI:10.1177/1527002507302026
Official URL:http://jse.sagepub.com/cgi/content/abstract/9/3/266
Related URLs:http://www.business.uzh.ch/professorships/strategy/team/nuesch/publications/JSE_Brandes_Franck_Nuesch_2008.pdf
Permanent URL: http://doi.org/10.5167/uzh-2857

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