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Estimating the Value of Medal Success in the Olympic Games

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  • Brad R. Humphreys
  • Bruce K. Johnson
  • Daniel S. Mason
  • John C. Whitehead

Abstract

We estimate Canadians’ willingness to pay (WTP) for medals won by Team Canada in the 2010 Winter Olympic Games using data from contingent valuation method (CVM) surveys of nationally representative samples conducted before and after the Games. The results permit an assessment of Own the Podium, a government program designed to increase Canada’s medal count. International prestige and national pride are important determinants of WTP. The results are sensitive to cost and scope, respondents’ beliefs about the effectiveness of the program, as measured by expected medal count. WTP estimates suggest that Own the Podium generated benefits above its cost to a degree unique in the growing literature of sport CVM studies.

Suggested Citation

  • Brad R. Humphreys & Bruce K. Johnson & Daniel S. Mason & John C. Whitehead, 2018. "Estimating the Value of Medal Success in the Olympic Games," Journal of Sports Economics, , vol. 19(3), pages 398-416, April.
    • Handle: RePEc:sae:jospec:v:19:y:2018:i:3:p:398-416
    DOI: 10.1177/1527002515626221
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    Cited by:

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    2. Changsok Yoo & Yelim Kim & Jee Hoon Sohn, 2021. "Evaluating the Social Cost of Conflict between New Media and Society: The Case of Gaming Disorder in South Korea," Sustainability, MDPI, vol. 13(14), pages 1-13, July.
    3. Rasmus K. Storm & Tor Georg Jakobsen & Christian Gjersing Nielsen, 2020. "The impact of Formula 1 on regional economies in Europe," Regional Studies, Taylor & Francis Journals, vol. 54(6), pages 827-837, June.
    4. Brad R. Humphreys & Bruce K. Johnson & John C. Whitehead, 2020. "Validity and reliability of contingent valuation and life satisfaction measures of welfare: An application to the value of national Olympic success," Southern Economic Journal, John Wiley & Sons, vol. 87(1), pages 316-330, July.
    5. Pamela Wicker & Dennis Coates, 2018. "Flame Goes Out: Determinants Of Individual Support At The 2024 Hamburg Games Referendum," Contemporary Economic Policy, Western Economic Association International, vol. 36(2), pages 302-317, April.
    6. Pamela Wicker & John C Whitehead & Daniel S Mason & Bruce K Johnson, 2017. "Public support for hosting the Olympic Summer Games in Germany: The CVM approach," Urban Studies, Urban Studies Journal Limited, vol. 54(15), pages 3597-3614, November.
    7. Schlembach, Christoph & Schmidt, Sascha L. & Schreyer, Dominik & Wunderlich, Linus, 2022. "Forecasting the Olympic medal distribution – A socioeconomic machine learning model," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    8. Funahashi, Hiroaki & Shibli, Simon & Sotiriadou, Popi & Mäkinen, Jarmo & Dijk, Bake & De Bosscher, Veerle, 2020. "Valuing elite sport success using the contingent valuation method: A transnational study," Sport Management Review, Elsevier, vol. 23(3), pages 548-562.
    9. Josh Matti & Yang Zhou, 2022. "United we feel stronger? On the Olympics and political ideology," Economics of Governance, Springer, vol. 23(3), pages 271-300, December.
    10. Pamela Wicker & Bernd Frick, 2020. "Sustainable Financing of Elite Athlete Development: An Empirical Analysis of Winter Sports in Austria," Sustainability, MDPI, vol. 12(22), pages 1-16, November.

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