Commercialization processes in European football are facilitated by reducing concurrent games within the leagues and reallocating kickoff times to prime time slots abroad. Consequently, the number of top division games that temporally overlap with lower division games has increased significantly during recent years. By using attendance data of around 6,000 games in Germany’s fourth division, this article is the first to empirically test whether such overlaps have any adverse demand effects for lower division games. Fixed effects panel regressions reveal that overlapping games indeed reduce the demand for lower division games, suggesting some negative spillovers of commercialization processes in football.
A peculiarity in professional sports is the fact that leagues regularly hold monopoly power within their sports. However, whether and to what extent these leagues may compete with other leagues across sports is relatively unexplored. This paper contributes to the literature by analyzing competition and fan substitution in Germany, where top-tier league managers in handball, basketball, and ice hockey have recently claimed that their teams suffer from football’s dominant position. Our attendance demand models confirm the existence of significant substitution effects in this setting, which suggests that leagues indeed do compete economically across sports for fan attendance.
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