Title of Oral/Poster Presentation

Substitution Effect in Sport Event Attendance

Presenter Information

Clay Moffitt, Utah State University

Class

Article

College

Jon M. Huntsman School of Business

Department

Management Information Systems Department

Faculty Mentor

Yong Kim

Presentation Type

Oral Presentation

Abstract

In USA, the professional Major League Baseball (MLB) consists of 30 teams in two leagues, the National League and the American League. According to Forbes' estimate, the overall revenue of the league is at $9.46 billion in 2017, an average of 315.33 million U.S. dollars per team, which makes teams of MLB franchises the third-most worth on average after teams of the National Football League (NFL) and the National Basketball Association (NBA) (https://www.statista.com/statistics/193637/franchise-value-of-major-league-baseball-teams-in-2010/). In addition, the league-wide revenue of MLB franchises has almost doubled over the past ten years leading to an increase in the valuation of MLB franchises. Therefore, it is very critical for industry decision makers (e.g., regulators, executives, and administrators) and researchers in sports economics and marketing literature to calibrate models to either estimate the attendance demand or identify factors that affect the attendance, which will consequently determine the revenue of teams (Martins and Cro 2018; Borland and MacDonald 2003; Villar and Guerrero 2009).

Location

Room 155

Start Date

4-10-2019 9:00 AM

End Date

4-10-2019 10:15 AM

Share

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Apr 10th, 9:00 AM Apr 10th, 10:15 AM

Substitution Effect in Sport Event Attendance

Room 155

In USA, the professional Major League Baseball (MLB) consists of 30 teams in two leagues, the National League and the American League. According to Forbes' estimate, the overall revenue of the league is at $9.46 billion in 2017, an average of 315.33 million U.S. dollars per team, which makes teams of MLB franchises the third-most worth on average after teams of the National Football League (NFL) and the National Basketball Association (NBA) (https://www.statista.com/statistics/193637/franchise-value-of-major-league-baseball-teams-in-2010/). In addition, the league-wide revenue of MLB franchises has almost doubled over the past ten years leading to an increase in the valuation of MLB franchises. Therefore, it is very critical for industry decision makers (e.g., regulators, executives, and administrators) and researchers in sports economics and marketing literature to calibrate models to either estimate the attendance demand or identify factors that affect the attendance, which will consequently determine the revenue of teams (Martins and Cro 2018; Borland and MacDonald 2003; Villar and Guerrero 2009).