The Impact of the Euro 2012 on Popularity and Market Value of Football Players
Stephanie Kiefer
November 2012

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Abstract

High popularity and a high market value are important for a footballer’s regular wage as well as advertising and sponsor contracts. Yet how can a football player improve his popularity and market value? The aim of this study is to examine whether a good performance during the 2012 European Football Championship has an impact on the increase of popularity in different online media and on market value and if so which specific performance variables are relevant for this. This study finds out that different Euro 2012 performance variables significantly influence the increase of popularity in selected online media and of market values. However, these performance variables mostly do not have the highest impact on the dependent variables.