Sport Management Journal

Estimation of Economic Value of Persepolis Football Club (Fans’ Point of View)

Document Type : Research Paper

Authors

Farzaneh Hoseini 1
Morteza Dousti 1
Saeid Tabesh 2

1 Department of Sport Management, Faculty of Sport Sciences, University of Mazandaran, Babolsar, Iran.

2 Department of Sport Management, Faculty of Sport Sciences, University of Mazandaran, Babolsar, Iran

https://doi.org/10.22059/jsm.2020.299493.2436
Abstract
Introduction: The overall objective of the present study was to estimate the economic value of Persepolis football club from its fans point of view in Iran.
Methods: The present study is a descriptive-analytic one that is applied research. The statistical population included Persepolis football club fans all over Iran. The sample size was 506  people according to the table of Mitchell and Carson. To this end, a researcher-made questionnaire was designed to determine the fans’ willingness to pay for Persepolis Club for the goods and benefits produced by the club and also identify the factors affecting their willingness to pay. Then, The rank ordered probit (ROP) model  was used for data analysis.
Results: The results showed that 77.3% of the fans are willing to participate in funding for Persepolis at competitive levels; and for willingness to pay for Persepolis fans to attend and win the Premier League the values were 70% and 72.3% respectively. The values for Iranian Hazfi Cup and the AFC Champions League were 71.9% and 78.1%, respectively. 89.9 percent of Persepolis football club intended to buy the match tickets and attend the stadiums, 83.8 percent wanted to watch  their favorite team matches on TV  and 43.5 percent  purchase  the club's products/kits.
Conclusion: the fans willingness to pay indicated that the presence of Persepolis football team in the high competitive levels of Iran's domestic Premier League has had a positive impact on their well-being, in other words the intend to support their favorite team.

Keywords

Contingent valuation
Fans
General goods
Ranked Probit Model
Willingness to pay
Subjects
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Sport Management Journal
Volume 14, Issue 3
Autumn 2022
Pages 70-53

  • Receive Date 14 March 2020
  • Revise Date 04 November 2022
  • Accept Date 05 June 2020

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