The effects of overseas exhibition games on consumer interest: the case of the English Premier League

IF 3.6 2区 教育学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM European Sport Management Quarterly Pub Date : 2023-11-08 DOI:10.1080/16184742.2023.2275609
Georgios Nalbantis, Tim Pawlowski
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In doing so, we exploit the panel structure of geocoded data collected in two representative surveys and use inverse-probability-weighted regression adjustment estimators. Study 2 focuses on regional audience data on EPL games televised in the US. We account both for summer 2014 and 2015 exhibition games by implementing propensity score stratification.Results and findings Overall, we find that exhibition games played by EPL clubs have a positive effect on both the WTP for TV subscription packages as well as viewership. Further analysis reveals that these effects are primarily driven by top brands traveling abroad (though also some spillover benefits on EPL-wide demand emerge) and dissipate over time.Implications Facilitating the organization of overseas exhibition games seems reasonable from a commercial point of view for league management. For broadcasters, requiring certain top brands to participate in preseason tours in their national markets might be essential if they seek to improve their return on investment.KEYWORDS: Event marketingpreseason toursfriendliesinternationalizationtelevision demand AcknowledgementAn earlier version of this paper was presented at the 42nd ISMS Marketing Science Conference (2020), the Reading Online Sport Economics Seminar (2021) and the 12th ESEA Conference on Sport Economics (2021). We thank the participants as well as Dominik Papies and Joerg Koenigstorfer for their valuable comments and suggestions.Disclosure statementNo potential conflict of interest was reported by the author(s).Notes1 There is no general pattern on how clubs decide to locate exhibition games. Some clubs may visit a region several years consecutively, while others alternate between Asia, the US and Oceania. Typically, the decision hinges (amongst others) on the financial offers extended by preseason tour hosts/organizers.2 Manchester United earned £11.3 million in the 2018 preseason tour excluding any related sponsorship revenue (see Manchester United, Citation2019).3 The highest crowd ever reported for a football game in the US was at the Manchester United vs. Real Madrid friendly game on 29 July 2014 (109,318 fans).4 In detail: Survey 1 took place between 15 and 26 May 2015. Survey 2 took place between 31 August and 11 September 2015. A screen-out question about general interest in football in both surveys ensured that participants were (at least slightly) interested in football. The aim was to distinguish between individuals exercising and/or consuming the sport and those completely unacquainted with it. For a detailed description of the survey design, data quality, and representativeness of the samples see Nalbantis and Pawlowski (Citation2016, Citation2019).5 This range seems plausible as NBA game access via a basic entertainment plan costs around $100/month. Note, our main findings remain when using unwinsorized WTP (results are available upon request).6 Charleston, SC was a diary-only market during the study period. Therefore, we focus on 22 (instead of 23) exhibition game hosting DMAs.7 The cost-per-mille (CPM) varies per DMA, network and time of broadcast. The estimated median CPM for broadcast TV (excluding primetime) is $20 for a 30-second advertisement (Solomon Partners, Citation2022). EPL broadcasts include on average around 10 minutes of commercials (FiveThirtyEight, Citation2020).8 The percentages of the effects are calculated by exponentiating the ATT coefficients presented in Table 9.Additional informationFundingThe authors gratefully acknowledge that data collection in Study 1 was co-funded with a FIFA/CIES João Havelange Scholarship. The funders had no role in the design of this study, data collection, analysis and interpretation of the data. 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Abstract

ABSTRACTResearch question This paper attempts to disentangle the impact of overseas exhibition games, a strategic marketing tool frequently implemented by professional sports clubs in their endeavors to expand into foreign markets, on demand. As such, it contributes to the recently growing literature examining the internationalization processes of leagues and clubs.Research methods We implement two different studies. Study 1 analyzes the effects of games played by English Premier League (EPL) clubs in the US in summer 2015 on US residents’ willingness to pay (WTP) for add-on football packages on television. In doing so, we exploit the panel structure of geocoded data collected in two representative surveys and use inverse-probability-weighted regression adjustment estimators. Study 2 focuses on regional audience data on EPL games televised in the US. We account both for summer 2014 and 2015 exhibition games by implementing propensity score stratification.Results and findings Overall, we find that exhibition games played by EPL clubs have a positive effect on both the WTP for TV subscription packages as well as viewership. Further analysis reveals that these effects are primarily driven by top brands traveling abroad (though also some spillover benefits on EPL-wide demand emerge) and dissipate over time.Implications Facilitating the organization of overseas exhibition games seems reasonable from a commercial point of view for league management. For broadcasters, requiring certain top brands to participate in preseason tours in their national markets might be essential if they seek to improve their return on investment.KEYWORDS: Event marketingpreseason toursfriendliesinternationalizationtelevision demand AcknowledgementAn earlier version of this paper was presented at the 42nd ISMS Marketing Science Conference (2020), the Reading Online Sport Economics Seminar (2021) and the 12th ESEA Conference on Sport Economics (2021). We thank the participants as well as Dominik Papies and Joerg Koenigstorfer for their valuable comments and suggestions.Disclosure statementNo potential conflict of interest was reported by the author(s).Notes1 There is no general pattern on how clubs decide to locate exhibition games. Some clubs may visit a region several years consecutively, while others alternate between Asia, the US and Oceania. Typically, the decision hinges (amongst others) on the financial offers extended by preseason tour hosts/organizers.2 Manchester United earned £11.3 million in the 2018 preseason tour excluding any related sponsorship revenue (see Manchester United, Citation2019).3 The highest crowd ever reported for a football game in the US was at the Manchester United vs. Real Madrid friendly game on 29 July 2014 (109,318 fans).4 In detail: Survey 1 took place between 15 and 26 May 2015. Survey 2 took place between 31 August and 11 September 2015. A screen-out question about general interest in football in both surveys ensured that participants were (at least slightly) interested in football. The aim was to distinguish between individuals exercising and/or consuming the sport and those completely unacquainted with it. For a detailed description of the survey design, data quality, and representativeness of the samples see Nalbantis and Pawlowski (Citation2016, Citation2019).5 This range seems plausible as NBA game access via a basic entertainment plan costs around $100/month. Note, our main findings remain when using unwinsorized WTP (results are available upon request).6 Charleston, SC was a diary-only market during the study period. Therefore, we focus on 22 (instead of 23) exhibition game hosting DMAs.7 The cost-per-mille (CPM) varies per DMA, network and time of broadcast. The estimated median CPM for broadcast TV (excluding primetime) is $20 for a 30-second advertisement (Solomon Partners, Citation2022). EPL broadcasts include on average around 10 minutes of commercials (FiveThirtyEight, Citation2020).8 The percentages of the effects are calculated by exponentiating the ATT coefficients presented in Table 9.Additional informationFundingThe authors gratefully acknowledge that data collection in Study 1 was co-funded with a FIFA/CIES João Havelange Scholarship. The funders had no role in the design of this study, data collection, analysis and interpretation of the data. The authors are solely responsible for remaining omissions and errors.
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海外表演赛对消费者兴趣的影响:以英超联赛为例
摘要:本文试图理清海外表演赛的影响,这是职业体育俱乐部在按需开拓国外市场时经常采用的一种战略营销工具。因此,它有助于最近越来越多的文献研究联赛和俱乐部的国际化进程。研究方法我们实施了两项不同的研究。研究1分析了2015年夏季英超(EPL)俱乐部在美国的比赛对美国居民为电视转播的附加足球节目付费意愿的影响。为此,我们利用两次代表性调查中收集的地理编码数据的面板结构,并使用反概率加权回归调整估计器。研究2侧重于在美国转播的英超比赛的区域观众数据。我们通过实施倾向得分分层来解释2014年和2015年夏季表演赛。总体而言,我们发现英超俱乐部的表演赛对电视订阅套餐的WTP和收视率都有积极的影响。进一步的分析表明,这些影响主要是由顶级品牌的海外旅行所驱动的(尽管也会出现一些对epl需求的溢出效应),并随着时间的推移而消散。从联赛经营的商业角度来看,促进海外表演赛的组织似乎是合理的。对于转播商来说,如果他们想要提高投资回报率,要求某些顶级品牌参加本国市场的季前巡回赛可能是必要的。本文的早期版本在第42届ISMS营销科学会议(2020年)、阅读在线体育经济学研讨会(2021年)和第12届ESEA体育经济学会议(2021年)上发表。我们感谢与会者以及Dominik Papies和Joerg Koenigstorfer提出的宝贵意见和建议。披露声明作者未报告潜在的利益冲突。注1俱乐部如何选择表演赛场地并没有统一的模式。有些扶轮社可能连续几年访问一个地区,而其他扶轮社则在亚洲、美国和大洋洲之间轮流访问。通常情况下,这个决定取决于季前巡回赛主办方/组织者提供的资金2 .曼联在2018年季前巡回赛中赚了1130万英镑,不包括任何相关的赞助收入(见曼联,Citation2019)3 .据报道,2014年7月29日曼联对皇马的友谊赛上座率最高,达到109318人调查1于2015年5月15日至26日进行。调查2于2015年8月31日至9月11日进行。在这两项调查中,都有一个关于对足球的普遍兴趣的筛选问题,以确保参与者对足球(至少有一点点)感兴趣。目的是区分运动和/或消费运动的个人和完全不了解运动的人。有关调查设计、数据质量和样本代表性的详细描述,请参见Nalbantis和Pawlowski (Citation2016, Citation2019)这个范围似乎是合理的,因为通过基本娱乐计划访问NBA比赛的费用约为每月100美元。注意,当使用未排序的WTP时,我们的主要发现仍然存在(结果可根据要求提供)在研究期间,南卡罗来纳州的查尔斯顿是一个只卖日记的市场。因此,我们将重点放在22个(而不是23个)举办dmas的展览游戏上每英里费用(CPM)因DMA、网络和广播时间的不同而不同。广播电视广告(不包括黄金时段)的CPM中值估计为每30秒广告20美元(Solomon Partners, Citation2022)。英超转播平均包含约10分钟的商业广告(FiveThirtyEight, Citation2020)通过对表9所示的ATT系数取幂来计算影响的百分比。研究1的数据收集是由FIFA/CIES jo o阿维兰热奖学金共同资助的。资助者在本研究的设计、数据收集、数据分析和解释中没有任何作用。剩下的遗漏和错误由作者全权负责。
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来源期刊
European Sport Management Quarterly
European Sport Management Quarterly HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
7.80
自引率
11.80%
发文量
51
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