Willingness to pay for soccer reports on the internet

Global reach, together with rapidly increasing broadband coverage, makes the internet a potentially interesting distribution channel for video highlights and full-match viewings. This study investigateswillingness to pay as well as consumer preferences for type of report to derive marketing implications for soccer clubs. Survey results from more than 12,000 respondents supporting seven soccer clubs in the German first and second divisions underline the potential of this new distribution channel in finding a high average willingness to pay.