More Surf, Less Bias: The Influence of Advertising in Two-Sided Sport Markets

Jürgen Rösch

This paper analyzes the influence of advertisers on the results of the ASP World Tour in surfing. The close connection of the event with its sponsor, the interest of the sponsor in the outcome of the event, and the observability of the results allow to test the existence of a profit-orientated bias. In contrast to the theoretical and empirical predictions no significant influence from the sponsor over the outcome of the contest can be found. The high frequency of exposure and the observability of the decisions are the main reason for that result.