The Beckham Effect: Examining the Longitudinal Impact of a Star Performer on League Marketing, Novelty, and Scarcity

Abstract

Research question: The purpose of this study was to examine the impact of Major League Soccer’s (MLS) league marketing strategy to make a significant investment in an international star athlete. Soccer star David Beckham’s impact was examined longitudinally to assess changes in consumer preference over time. Novelty seeking behavior and scarcity were two theories used to hypothesize consumer preference during Beckman’s tenure in MLS, and to understand the potential return on this substantial league investment. Research methods: The sampling frame for this study was all MLS games that occurred during David Beckham’s tenure, from 2007-2012. A total of 1,473 game observations were examined in this investigation. A censored panel regression was estimated using both random and fixed effects models. A total of 25 determinants of attendance were examined, including Beckham’s overall impact, home and road impact, and year by year impact. Results and findings: Findings showed David Beckham’s presence had a significant impact on MLS attendance. Specifically the biggest impact was seen in attendance at road games, providing evidence of a return on the marketing investment made by the league. Additionally, when examining the year by year impact of Beckham, both a novelty and scarcity effect were present. Implications: These findings contribute to the marketing literature on the impact of star performers in the sport and entertainment industry. The current investigation extends the knowledge on strategic marketing at the league level, particularly for a single-entity ownership model. Additionally, this examination highlights the factors that help to explain consumer preference changes over a prolonged period, such as novelty and scarcity.