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The external effect of a migrated star player on domestic sports league: an empirical analysis of three Asian leagues – Japan, Korea and Taiwan[1]

Young Joon Park (HSBC Business School, Peking University, Shenzhen, China)
Fan Zhang (HSBC Business School, Peking University, Shenzhen, China)
Yeujun Yoon (School of Management, Kyung Hee University, Seoul, Korea)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 24 June 2020

Issue publication date: 6 April 2021

160

Abstract

Purpose

This study aims to examine the “external effect” of a migrated star player on their domestic sport industries. By exploring the new aspect of star power, this study provides important insight and critical implication to many relevant stakeholders in the professional sports league. Particularly, this is critical under the recent circumstance where the globalization of sports products becomes the central strategic issue of the world-class leagues.

Design/methodology/approach

In this paper, the external effect of star players migrated from three Asian leagues (Japan, Korea and Taiwan) to Major League Baseball in the USA, the world-class baseball league, on their domestic league attendance demand was empirically investigated. For the analysis, comprehensive historical data from various reliable sources from each league were collected.

Findings

The findings of the paper strongly support the external effect of migrated stars significantly existing in all the three leagues. The effect is consistent across various measurements of migrated star players. More interestingly, the effect was found to be mixed across different leagues; for example, migrated star players increases in domestic league attendance in Japan, while it decreases in Korea and Taiwan. This indicates that the external effect of migrated star players depends on the characteristics of the domestic leagues. In addition, it was found that the external effect was substantial enough to compare to the effect of major demand drivers such as team winning, competitive balance and star power. For managerial implications, this study also provides revenue projections induced by the impact of migrated star players.

Originality/value

This study opens a new chapter related to star power topic and immediately calls for future studies regarding this external effect, particularly, theoretical and behavioral approaches.

Keywords

Citation

Park, Y.J., Zhang, F. and Yoon, Y. (2021), "The external effect of a migrated star player on domestic sports league: an empirical analysis of three Asian leagues – Japan, Korea and Taiwan[1]", International Journal of Sports Marketing and Sponsorship, Vol. 22 No. 2, pp. 262-292. https://doi.org/10.1108/IJSMS-09-2019-0093

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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