Why consumers wear sports gear

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Chapter 1 in Sports Economics Uncut, 2018, pp 1-17 from Edward Elgar Publishing

Abstract: “Sport has the power to change the world.†Nelson Mandela made this observation in the context of South Africa hosting the 1995 Rugby World Cup. Although the combined revenues of professional and collegiate sports cannot match those of a single large retailer, the outcome is reversed when considering the consumer time and media attention devoted to sports. Chapter 1 examines the size and source of this outsized intangible value and why fans still complain about the Dodgers move to Los Angeles 60 years after the act or why one out of every seven people on the planet watched the 2014 FIFA World Cup final. The answers are multi-layered, owing to the durable quality of sports consumption, the role that consumers play as team members, and very deep-seated connections that people make with competition.

Keywords: Economics and Finance (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (4)

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