Title

Is Self-Sufficiency for Women’s Collegiate Athletics a Hoop Dream? Willingness to Pay for Men’s and Women’s Basketball Tickets

Campus Units

Economics

Document Type

Article

Publication Version

Submitted Manuscript

Publication Date

12-2014

Journal or Book Title

Journal of Sports Economics

Volume

15

Issue

6

First Page or Article ID Number

579

Last Page

600

DOI

10.1177/1527002512462706

Abstract

Universities spend almost $2 billion subsidizing their collegiate sports programs. Even the most popular women’s sport, basketball, fails to break even. An application of Becker’s theory of customer discrimination is used to calculate the relative preference for men’s basketball for both men and women. Median willingness to pay for men’s basketball relative to women’s basketball is 180% greater for men and 37% greater for women. Pricing each sport at its revenue maximizing price, revenues from women’s basketball are only 43% of that for men, even at a school with historically strong demand for women’s sports.

Comments

This is a working paper of an article from Journal of Sports Economics 15 (2014): 579, doi: 10.1177/1527002512462706.