Valuing elite sport success using the contingent valuation method: A transnational study

FUNAHASHI, Hiroaki, SHIBLI, Simon, SOTIRIADOU, Popi, MÄKINEN, Jarmo, DIJK, Bake and DE BOSSCHER, Veerle (2019). Valuing elite sport success using the contingent valuation method: A transnational study. Sport management review.

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This study presents an application of the contingent valuation method for valuing medal winning success on a transnational basis to test whether more medals won equates to more utility. To achieve this aim, a research project was set up in five countries: Belgium, Finland, Japan, the Netherlands, and the United Kingdom. Respondents were asked to state their willingness to pay to avoid a large-scale reduction in government funding for elite sport, resulting in a 50% reduction in medals won at the Tokyo 2020 Olympics. Results show that willingness to pay for avoiding reduced medal winning performance differs significantly between countries with the more successful countries reporting higher willingness to pay values than the relatively less successful countries. This finding indicates that more medals won appears to be linked with more utility. The validity tests on the regression models were generally consistent with the theoretical expectations. Implications are discussed in terms of how governments can promote elite sport development while being conscious of the public's acceptability of such investment.

Item Type: Article
Uncontrolled Keywords: Sport, Leisure & Tourism; 1504 Commercial Services; 1503 Business and Management; 1505 Marketing
Identification Number:
SWORD Depositor: Symplectic Elements
Depositing User: Symplectic Elements
Date Deposited: 10 Jul 2019 10:50
Last Modified: 19 Jun 2021 01:18

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