Football Tams and City Brand Awareness

Although I have studied Economics and Business and I will shortly start my working career at Ahold N.V. it is no secret that both do not fulfill my ultimate goal; that of being a professional football player. However, it is safe to say that with my qualities such a career will always stay a dream. My interest in football is still very much present and therefore I am pleased to have gotten the possibility to combine football and economics. Sport and particularly football (in Europe) generates emotion. This emotion and high level of involvement triggers economists to investigate sport economics, as the real economic impact of sport is minimal. This level of attachment has also been my inspiration. The financial crisis and the mismanagement of many Dutch professional football teams have created substantial financial problems in Dutch professional football. This year FC Haarlem, VV Veendam went bankrupt, while Willem II, NAC Breda, Feyenoord, Fortuna Sittard, MVV and other were facing financial deficits. Those developments show the relevance and good timing of my research. Local governments are more frequently requested to financially support these football teams. As football teams do not contribute significantly in direct economic figures, intangible assets are often used by municipality leaders when explaining financial help paid by tax money.