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More Surf, Less Bias: The Influence of Advertising in Two-Sided Sport Markets

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  • Jürgen Rösch

    (Helmut-Schmidt University of Hamburg)

Abstract

This paper analyzes the influence of advertisers on the results of the ASP World Tour in surfing. The close connection of the event with its sponsor, the interest of the sponsor in the outcome of the event, and the observability of the results allow to test the existence of a profit-orientated bias. In contrast to the theoretical and empirical predictions no significant influence from the sponsor over the outcome of the contest can be found. The high frequency of exposure and the observability of the decisions are the main reason for that result.

Suggested Citation

  • Jürgen Rösch, 2014. "More Surf, Less Bias: The Influence of Advertising in Two-Sided Sport Markets," International Journal of Sport Finance, Fitness Information Technology, vol. 9(4), pages 331-345, November.
    • Handle: RePEc:jsf:intjsf:v:9:y:2014:i:4:p:331-345
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    References listed on IDEAS

    as
    1. Kaiser, Ulrich & Wright, Julian, 2006. "Price structure in two-sided markets: Evidence from the magazine industry," International Journal of Industrial Organization, Elsevier, vol. 24(1), pages 1-28, January.
    2. Anderson, Simon P. & Gabszewicz, Jean J., 2006. "The Media and Advertising: A Tale of Two-Sided Markets," Handbook of the Economics of Art and Culture, in: V.A. Ginsburgh & D. Throsby (ed.), Handbook of the Economics of Art and Culture, edition 1, volume 1, chapter 18, pages 567-614, Elsevier.
    3. V.A. Ginsburgh & D. Throsby (ed.), 2006. "Handbook of the Economics of Art and Culture," Handbook of the Economics of Art and Culture, Elsevier, edition 1, volume 1, number 1, December.
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    More about this item

    Keywords

    two-sided markets; bias; advertisement; sponsoring; surfing; bias;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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