The Impact of the Euro 2012 on Popularity and Market Value of Football Players

Stephanie Kiefer

High popularity and a high market value are important for a footballer’s regular wage as well as advertising and sponsor contracts. Yet how can a football player improve his popularity and market value? The aim of this study is to examine whether a good performance during the 2012 European Football Championship has an impact on the changes in online media popularity (Facebook, Google and Moreover, it will investigate whether good performance and non-performance-related popularity affect changes in market values. This study finds out that different Euro 2012 performance variables significantly influence the changes in popularity and market value. Non-performance-related popularity has an impact on the change in market value for the defenders.