Is University Sports an Advertisement in the Higher Education Market? An Analysis of the Hakone Long-Distance Relay Road Race in Japan

29 Pages Posted: 27 Jan 2015  

Eiji Yamamura

Seinan Gakuin University

Date Written: January 23, 2015

Abstract

A university long-distance relay road race, the Hakone Ekiden, is widely acknowledged as the most popular New Year’s sporting event in Japan. The event is held immediately prior to the university application period in Japan. Using Japanese panel data for 2001-2014, this study examined how the Hakone Ekiden race influences the behavior of students preparing for university entrance examinations. The major finding is that the number of applicants for a university is 3% larger when the university participated in the race than when it did not. Further, universities finishing in the top three in the race saw a 4% increase in the number of applicants compared with other universities that participated in the race. A 1% increase in the television viewing rate for the race led to a 1% increase in the number of applicants for the universities participating in the race. It follows that advertising universities on television would be effective in the university market.

Keywords: long-distance relay road race (Ekiden), Japan, university market, advertisement, television

JEL Classification: L83, L82, I29, M37

Suggested Citation

Yamamura, Eiji, Is University Sports an Advertisement in the Higher Education Market? An Analysis of the Hakone Long-Distance Relay Road Race in Japan (January 23, 2015). ISER Discussion Paper No. 922. Available at SSRN: https://ssrn.com/abstract=2554242

Eiji Yamamura (Contact Author)

Seinan Gakuin University ( email )

6-2-92 Nishijin
Sawara-ku
Fukuoka 814-8511
Japan

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