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Journal of Sports Economics
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9/3/266    most recent
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Local Heroes and Superstars

An Empirical Analysis of Star Attraction in German Soccer

Leif Brandes

University of Zurich, Switzerland

Egon Franck

University of Zurich, Switzerland, egon.franck{at}isu.uzh.ch

Stephan Nüesch

University of Zurich, Switzerland

Recent studies of the demand for sports clearly indicate that stars play an important role in promoting fan interest. However, on theoretical grounds it is controversial if a star's talent superiority and/or a star's popularity drive match attendance and hence increase gate revenues. Using longitudinal match attendance data of all clubs in the first German soccer league in a 9-year period, the authors analyze star attraction of national superstars and of so-called ``local heroes'' defined as the most valued players of teams without national superstars. The authors find empirical evidence that these groups differ in the way they attract fans: whereas superstars enhance attendance both at home and on the road, the star attraction of local heroes is limited to home games. In addition, superstars attract fans by outstanding field performances, whereas local heroes facilitate fan support by mere popularity.

Key Words: superstar effect • consumer demand • soccer • talent • popularity

This version was published on June 1, 2008

Journal of Sports Economics, Vol. 9, No. 3, 266-286 (2008)
DOI: 10.1177/1527002507302026
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