The Impact of the Euro 2012 on Popularity and Market Value of Football Players

Stephanie Kiefer ()
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Stephanie Kiefer: University of Münster

International Journal of Sport Finance, 2014, vol. 9, issue 2, 95-110

Abstract: 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 changes in online media popularity (Facebook, Google and uefa.com). Moreover, it will investigate whether good performance and non-performance-related popularity affect changes in market values. This study finds out that different Euro 2012 performance variables significantly influence the changes in popularity and market value. Non-performance-related popularity has an impact on the change in market value for the defenders.

Keywords: football; performance; popularity; market value; Euro 2012; online media (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2014
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International Journal of Sport Finance is currently edited by Arne Feddersen, Babatunde Buraimo, Joachim Prinz and Jane Ruseski

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