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Article
Publication date: 7 December 2020

Matteo Balliauw, Evy Onghena and Simon Mulkens

Advertisers frequently use social media for interactive and customer-oriented relationship marketing (RM) purposes. Moreover, sports clubs and players have been using…

Abstract

Purpose

Advertisers frequently use social media for interactive and customer-oriented relationship marketing (RM) purposes. Moreover, sports clubs and players have been using their social media accounts to post content of their sponsors and other advertising companies. Such posts create visibility and have value for these advertising companies, something which has not been empirically quantified in the existing literature. Hence, this paper's purpose is to identify the factors or attributes that influence the value of such advertisement posts.

Design/methodology/approach

A discrete choice approach is used to empirically estimate the utility that sponsorship managers derive from a post advertising their company or product on football clubs' and players' social media.

Findings

The results indicate that more followers, better on-field performance and a lower price significantly increase the advertising company's utility. Moreover, the used social media channel has a significant influence too, since Facebook and Instagram are preferred over Twitter, due to the latter's limited degrees of freedom for advertisers.

Research limitations/implications

Considering additional factors such as the image fit between sponsor and sponsee and presence on the Chinese social media market offers an interesting avenue for future research.

Practical implications

The empirical estimates allow commercial managers of clubs and players to derive companies' relative willingness to pay (WTP) for changes in characteristics of advertisements on their social media from the calculated utilities. This information can be used in the pricing decision when social media posts are sold or included in sponsorship packages.

Originality/value

This is the first study applying discrete choice modelling to link social media marketing (SMM) and sports marketing.

Details

International Journal of Sports Marketing and Sponsorship, vol. 22 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 20 September 2021

Matteo Balliauw, Jasper Bosmans and David Pauwels

Football clubs invest in the implementation of scientific insights that improve the quality of youth academies. In the long run, clubs expect their youth academy…

Abstract

Purpose

Football clubs invest in the implementation of scientific insights that improve the quality of youth academies. In the long run, clubs expect their youth academy investments to result in better trained players. The purpose of this paper is to quantify the impact of the attended youth academies' quality on the future market value of a player.

Design/methodology/approach

A dataset containing 94 players trained in 13 different academies has been constructed. The dataset contains characteristics of the players and information on the quality of their attended academies. The impact of the quality of the attended academies on players' future market values was estimated empirically through multiple regression analysis.

Findings

The quality of a youth academy has a significant positive impact on a player's market value, which in turn is correlated with higher future wages for players and transfer fees for clubs.

Research limitations/implications

Clubs are advised to pay sufficient attention to investments in their youth academy. This will eventually lead to better trained players and higher revenues. Players in turn should strive to be part of the best academies that provide good training and the opportunity to become a top-earning player. For policymakers, such as football federations, the results imply that stimulating club investments in academies can lead to better national team performances.

Originality/value

The impact of the quality of a youth academy on an individual professional football player's career has never been quantified in the literature before. To this end, a new variable has been constructed using scientific assessments of youth academies.

Details

Sport, Business and Management: An International Journal, vol. 12 no. 3
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 8 August 2018

Matteo Balliauw and Tomas Van Den Spiegel

Academics have studied the finances of football clubs, but not the financial situation of professional football players. To fill this gap in literature, the purpose of…

Abstract

Purpose

Academics have studied the finances of football clubs, but not the financial situation of professional football players. To fill this gap in literature, the purpose of this paper is to analyse the financial situation of individual players, the causes of financial problems and the probability of encountering financial difficulties.

Design/methodology/approach

A survey has been conducted of 102 players of five clubs in the Belgian first division. Based on this unique data set, a multivariate nominal logistic regression model allows the causes of financial difficulties to be identified. A derived classification model is estimated in order to predict the probability of professional players encountering financial problems.

Findings

About one out of four professional players is confronted with occasional financial problems. Next to the use and investment of income; personal, family and career status factors have a peculiar impact on the individual financial situation of professional sports players.

Practical implications

The results allow better identification of professional players likely to incur financial problems and better assisting them avoid problems.

Originality/value

Given the gap in the sports management literature, the findings from the econometric approach provide both researchers and practitioners with new insights into financial management issues of athletes. The findings may help athletes, their managers and club managers in their decision making. Future research can further build on these findings.

Details

Sport, Business and Management: An International Journal, vol. 8 no. 4
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 25 September 2019

Matteo Balliauw, Thomas Verlinden, Lisa De Croocq, Aline Fobe and Tomas Van Den Spiegel

Corporate sports hospitality (CSH) is a relationship marketing tool whereby customers and other stakeholders are invited by a company buying CSH from a club to attend a…

Abstract

Purpose

Corporate sports hospitality (CSH) is a relationship marketing tool whereby customers and other stakeholders are invited by a company buying CSH from a club to attend a sports event. The CSH product involves premium seating and optional services such as catering. This industry has been perceived to be in decline, especially in times of economic downturn. The purposes of this paper are a quantification of the CSH industry’s value and the development of a formal CSH management process for both companies and clubs.

Design/methodology/approach

A case study from the highest division in Belgian football (soccer) is conducted, involving interviews and quantitative data collection as the primary data source, in addition to secondary data and insights from the literature. As opposed to literature, this paper uses a holistic approach, combining the perspective of the club and the CSH buying company with attention for customers.

Findings

CSH returns account for an important share of club revenues (>10%), despite the smaller market compared to the American major sports leagues. Since a club experiences the strongest competitive impact from substitutes and other clubs in the league, and CSH is often managed on an ad hoc base, disposing of a formal management process is crucial for both clubs and companies. For companies buying CSH, not only return on investment but also return on other objectives matters. Moreover, CSH is at least as effective to deepen existing business relationships as to create new ones.

Research limitations/implications

The paper provides clubs and companies with a theoretic background and practical key performance indicators (KPIs) to base their managerial decisions on. Although external validity to other Belgian venue-based sports can reasonably be assumed, translating the findings to other countries or non-venue based sports requires caution.

Originality/value

Little academic research about the CSH industry is available. Specific KPIs to define objectives and measure output, as well as feedback loops for clubs and companies, are developed. The proposed CSH management process follows the same high-level steps, but with different specific actions per actor, leading to a better understanding of similarities and differences of both processes, and a better co-creation of the CSH event.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

Book part
Publication date: 31 May 2016

Matteo Balliauw, Hilde Meersman, Evy Onghena and Eddy Van de Voorde

Existing studies about airline productivity and cost competitiveness are focusing on combination carriers, transporting both passengers and cargo in the same aircraft and…

Abstract

Existing studies about airline productivity and cost competitiveness are focusing on combination carriers, transporting both passengers and cargo in the same aircraft and with the same inputs. Scientific research about the cost structure and productive performance of all-cargo carriers is very limited. However, the importance of air cargo and express transport in our globalized economy, the high volatility of all-cargo carriers (especially since the 2008 economic crisis), and the success of integrators show the need for more scientific attention to this industry. This chapter aims at benchmarking the productivity and cost competitiveness of US integrated and non-integrated cargo carriers, based on total factor productivity and unit cost competitiveness analyses. The results unveil a positive correlation between productivity on the one hand and the size of the carrier and its average stage length on the other hand, indicating economies of scale. Correcting the results for such factors beyond managerial control and input prices allows us to measure the impact of the crisis and the consequences for the management of the individual carriers.

Details

Airline Efficiency
Type: Book
ISBN: 978-1-78560-940-4

Keywords

Abstract

Details

Airline Efficiency
Type: Book
ISBN: 978-1-78560-940-4

Content available
Book part
Publication date: 31 May 2016

Abstract

Details

Airline Efficiency
Type: Book
ISBN: 978-1-78560-940-4

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