Study on Value of Sports (Meiji Yasuda Life)
Corporate Sponsored Research Programs

Study on Value of Sports（Meiji Yasuda Life）
・Evaluation of economic value of professional sports teams
・Changes in visitors and their behavior in areas where new stadiums were built in the city center

The purpose of this project is to clarify the various values of sports, especially professional sports, and to study the elements necessary for the growth of the industry and their interrelationships using a business academic approach, etc., and ultimately to develop recommendations based on academic evidence.

One of the tasks is to verify a rational method for calculating the value of professional sports (teams) with academic evidence. Other tasks are to analyze the changes in visitors and behavior in areas where new stadiums have been built in the city center, the factors that affect the expansion of the domestic sports broadcasting rights market, sponsor sales, admission fee revenue, and merchandise sales, and to quantify the interactions among these factors. Quantification of interactions, and other challenges using a variety of research approaches.

If we can establish an academic basis for calculating the value of professional clubs, the backbone of the sports industry, in this course, which could not be clarified by conventional sports business studies, the impact on the industry will be significant, and may lead to bankruptcy prevention and investment incentives. Furthermore, if an academic basis can be established for the interrelationship with other factors necessary for the growth of the industry, it will be a proposal from a new perspective that will help the growth of sports clubs.

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