Tennis superstars: The relationship between star status and demand for tickets
سوپراستارهای تنیس: رابطه بین وضعیت ستاره و تقاضای بلیط-2020
Akin to other sports, professional tennis is urged to adopt a consumer centred strategy and understand the inﬂuence of the star status of elite players on demand for its core product. Measuring the impact that tennis players have on demand for match attendance remains a key element towards achieving that goal. Using data from the Australian Open ticket sales, the authors demonstrate how individual players have inﬂuenced stadium attendance at the Grand Slam. Findings indicate that some players are associated with a strong positive impact on demand for tickets, above and beyond their performance ratings, reﬂecting their value to the Australian Open. The authors discuss how this star status can be used to inform business decisions related to tournament management, match scheduling, and determining player appearance fees, to ultimately drive better commercial outcomes and deliver a world-class sporting event. The ﬁndings have implications for tournament organisers, player managers and those that market player activities.© 2019 Sport Management Association of Australia and New Zealand. Published by Elsevier Ltd. All rights reserved.
Keywords: Demand for attendance | Ticket sales | Player effect | Tennis superstars | Australian open