High popularity and a high market value are important for a footballer's regular wage as well as advertising and sponsor contracts. Yet how can a football player improve his popularity and market value? The aim of this study is to examine whether a good performance during the 2012 European Football Championship has an impact on the changes in online media popularity (Facebook, Google and uefa.com). Moreover, it will investigate whether good performance and non-performance-related popularity affect changes in market values. This study finds out that different Euro 2012 performance variables significantly influence the changes in popularity and market value. Non-performance-related popularity has an impact on the change in market value for the defenders.
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