To read the full version of this content please select one of the options below:

Soccer jersey sponsors and the world cup

Loek Groot (Associate Professor of Economics of the Public Sector, Utrecht University School of Economics, Netherlands)
Joras Ferwerda (Assistant Professor of Economics, Utrecht University School of Economics, Netherlands)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 October 2015

529

Abstract

This paper analyses whether jersey sponsorship has an effect on team performance at FIFA World Cup matches, taking team qualities into account. Team qualities are measured by the Elo-ratings of national soccer teams. We measure the performance of sponsors by comparing the Elo-ratings at the start and the end of World Cup tournaments. The Elo-ratings are used to calculate the expected probabilities of a win during knockout matches and to compare them with the actual outcomes. The results show that in the knockout stages of the World Cup tournaments, national teams sponsored by Adidas perform significantly better than expected, while teams sponsored by other companies, such as Puma or Nike, perform worse. The average advantage per knockout match for the Adidas teams is to raise the probability of winning by 10 percentage points.

Keywords

Citation

Groot, L. and Ferwerda, J. (2015), "Soccer jersey sponsors and the world cup", International Journal of Sports Marketing and Sponsorship, Vol. 16 No. 5, pp. 2-19. https://doi.org/10.1108/IJSMS-16-05-2015-B002

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015 by Winthrop Publications Limited

Related articles