THE VALUE OF DON BRADMAN: ADDITIONAL REVENUE IN AUSTRALIAN ASHES TESTS

Julian Blackham; Bruce Chapman

doi:10.1111/j.1759-3441.2004.tb00989.x

THE VALUE OF DON BRADMAN: ADDITIONAL REVENUE IN AUSTRALIAN ASHES TESTS

Julian Blackham, Bruce Chapman

Research output: Contribution to journal › Article › peer-review

15 Citations (Scopus)

Abstract

One way to understand the value of sporting ‘superstars’ is to examine the effect they have on match attendances and revenue. Arguably, the most famous sports star in Australia was Sir Donald Bradman, whose batting average has far exceeded that of any cricket player. This paper examines the value of Don Bradman by estimating an empirical model of the effect of Bradman on cricket match attendances for Ashes Test matches in Australia. The attendance effect-of over 7,000 additional people each day on which he batted-is then used to derive an estimate of the effect on revenue. We find that Bradman generated considerable additional revenue, though the range of the estimates is very large. The Australian Cricket Board, as the monopoly supplier of cricket, was able to obtain all the extra proceeds.

Original language	English
Pages (from-to)	369-385
Number of pages	17
Journal	Economic Papers
Volume	23
Issue number	4
DOIs	https://doi.org/10.1111/j.1759-3441.2004.tb00989.x
Publication status	Published - 1 Dec 2004

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title = "THE VALUE OF DON BRADMAN: ADDITIONAL REVENUE IN AUSTRALIAN ASHES TESTS",

abstract = "One way to understand the value of sporting {\textquoteleft}superstars{\textquoteright} is to examine the effect they have on match attendances and revenue. Arguably, the most famous sports star in Australia was Sir Donald Bradman, whose batting average has far exceeded that of any cricket player. This paper examines the value of Don Bradman by estimating an empirical model of the effect of Bradman on cricket match attendances for Ashes Test matches in Australia. The attendance effect-of over 7,000 additional people each day on which he batted-is then used to derive an estimate of the effect on revenue. We find that Bradman generated considerable additional revenue, though the range of the estimates is very large. The Australian Cricket Board, as the monopoly supplier of cricket, was able to obtain all the extra proceeds.",

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THE VALUE OF DON BRADMAN: ADDITIONAL REVENUE IN AUSTRALIAN ASHES TESTS

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