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Vol 7 (4) 2019

Article

STATISTICAL STUDIES OF PERSONAL BRAND INCOME STRUCTURE IN PROFESSIONAL GOLF (0.67 Mb, pdf) Read
Authors:
Andreev Alexey Vladimirovich
Dudnik Elizaveta Maksimovna
Korolkov Aleksey Nikolaevich
Keywords:
income
brand
rating
achievements
prize money
factor
correlation
entertainment
the major
golf
PGA.
Annotation:

The aim of the study is to determine the income factor structure as well as the ratio and relationships between sport achievements, prize money payouts and total income of an athlete`s personal brand on the example of a famous American golfer Tiger Woods. Methods and organization of the study: we systematized the data on a professional career of T. Woods in 1996-2018. The data included annual income and its components, overall score and the position in the world ranking, the number of PGA tournaments, cuts made, wins in majors and PGA tournaments.

We used methods of descriptive statistics, correlative, spectral and factor analysis for data processing. Research results: based on the ratio analysis of other income and the prize money payouts, we revealed the success criterion of an athlete`s personal brand and the correlations between various sport and financial indicators appropriate to the modern system of achievement assessment in golf. We demonstrated a weak dependence of other income from performance on the golf course. We identified three factors determin- ing the change in personal brand income and explaining 53% of the total variance. The conclusion. There are quantitative statistical indicators characterizing the number of players, the number of participants and the number of players participating in tournaments. In a certain way, that other sports do not have access to sports achievements.

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