Does Bat Day Make Cents? The Effect of Promotions on the Demand for Major League Baseball

Mark McDonald and Daniel Rascher ()

MPRA Paper from University Library of Munich, Germany

Abstract: A primary objective of sport marketers in the professional sport setting is to develop strategies to increase game attendance. Historically, one of the strategies to accomplish this goal has been the utilization of special promotions. This paper studied the impact of promotions on attendance at professional sport games. Specifically, this research examines (1) the overall effect of promotions on attendance, and (2) the marginal impact on attendance of additional promotional days. Using a data set containing 1500 observations, we find that a promotion increases single game attendance by about 14%. Additionally, increasing the number of promotions has a negative effect on the marginal impact of each promotion. The loss from this watering down effect, however, is outweighed by the gain from having an extra promotion day.

Keywords: baseball; promotions; giveaways; regression; demand; economics (search for similar items in EconPapers)
JEL-codes: D12 L83 (search for similar items in EconPapers)
Date: 2000-01
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Citations: View citations in EconPapers (32)

Published in Journal of Sport Management 14.1(2000): pp. 8-27

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:25739

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