THE RELATIONSHIP BETWEEN SPORTS BETTING AND VIEWERSHIP OF ENGLISH PREMIERSHIP LEAGUE (EPL)
- Project Research
- 1-5 Chapters
- Quantitative
- Simple Percentage
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
EXCERPT FROM THE STUDY
First, in order to deepen the insights into the economic impact of single sports events, it is crucial to include sporting bets into corresponding analysis. So far, existing analysis mostly focuses on ticket sales, television (TV) contracts, and merchandise and neglects the economic value of sports bets (Roberts, Roche, Jones, & Munday, 2016). However, data in this study suggest that economic importance of sport betting is potentially superior with respect to total viewership. Hence, the economic importance of sports competition tends to be underestimated to date. Although there is an abundance of anecdotal evidence revealing the impacts of sports betting on television networks and advertisers, to our knowledge, there are no academic studies to support these claims. In this study, we measure the impact of sports betting participation on sports television viewership for both the NFL and EPL. By employing regression analysis, we are able to determine not only that sports betting is, in fact, a complement to televised sports but also the extent of this relation. It is this latter information that should prove most useful to sports marketing professionals in regards to organizing the appropriate marketing plan.
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