The impact of uncertainty on fan interest surrounding multiple outcomes in Open European Football Leagues

This paper introduces a hitherto unused source of information to evaluate the importance of uncertainty in driving demand for particular types of entertainment events. We use web searches via Google, and consider various dimensions of uncertainty of outcome in sporting events. Most saliently, we consider whether the complete removal of uncertainty surrounding the winner of a competition, something that often happens before European football leagues have completed, reduces interest. We find that the decrease in interest is significant, but that it is mitigated by the existence of multiple objectives (secondary prizes), such as qualifying for European competitions and avoiding relegation, which expands the fan interest in these leagues. We conclude by affirming that such a diversified structure of competition, replete with an open structure of promotion and relegation, is desirable in the context of league competitions such as those in Europe that do not have a prominent play-off system to conclude the season.