| Abstract: |
This study shows that fans and people living in the region of 28 Football
Bundesliga teams from all three divisions are willing to support their team
financially. Survey respondents were asked for their willingness-to-pay to
avoid a negative outcome (e.g., relegation) and to achieve a positive outcome
(e.g., promotion). Fan bonds are applied as an alternative payment vehicle
within the contingent valuation method. The results show that different
factors affect the decision to support the team and the actual amount of
willingness-to-pay – for attendees and non-attendees. Public goods are
particularly relevant for reporting a positive willingness-to-pay. Key Words:
Contingent valuation method; Bundesliga; Fan bonds; Public goods; Sporting
success; Willingness-to-pay |