Articles in this issue:

  • While assessment of team-level marketing performance for a professional sport franchise is important for both the team marketer and the researcher to develop a marketing strategy and understand marketing performance, no evidence using a full set of teams for a long period of time currently exists. We propose that marketing performance can be estimated with a stochastic frontier model. Using twenty seasons of Major League Baseball (MLB) attendance data, we estimate the frontier attendance (i.e., the maximal Which Professional Sport Team Has the Best Marketing Performance in Driving...Read more

  • Yoon Tae Sung

    This study investigates the efficiency of National Football League betting markets from 2002 to 2015 utilizing three rest patterns (Thursday Night Football, post-bye week, and regularly scheduled games). The logistic model indicates that inefficiencies due to the rest patterns occurred in Thursday Night Football and post-bye week games, with bettors expecting high rates of return. The forecast errors also provide evidence that point spreads did not correctly forecast future outcomes. Nevertheless, this deviation from efficiency was not sufficient to make positive returns from Thursday...Read more

  • Giuseppe Galloppo and Claudio Boido

    In this paper, we show the relationship between the outcome of football events and stock returns, based on the thesis that sport results affect investor sentiment. We analyzed stock price performance indicators and football results by taking 25 publicly listed soccer companies into account. The most extensive database ever used (11,977 matches) was considered. It includes football results in the National Championship, National Cup, and Continental Cups in the period between the 2003–2004 and the 2014–2015 seasons. The analysis revealed the economic and significant statistical effects on...Read more