Vend It like Beckham: David Beckham's Effect on MLS Ticket Sales*
2008; Volume: 3; Issue: 4 Linguagem: Inglês
ISSN
1930-076X
AutoresRobert A. Lawson, Kathleen Sheehan, E. Frank Stephenson,
Tópico(s)Sports, Gender, and Society
ResumoIn January 2007, Major League Soccer (MLS) announced that international soccer sensation David Beckham would be joining the league playing for the LA Galaxy. This paper examines Beckham’s effect on MLS ticket sales for the 2007 season. Depending on specification, our results indicate that Beckham increased ticket sales as a share of stadium capacity by about 55 percentage points. We then use these results to evaluate MLS’s Designated Player Rule and to perform a back-of-the-envelope calculation of Beckham’s benefit to the LA Galaxy.
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