Major Sports Events Returning to Emerging Sports Tourism Nations
Willingness to Pay for the EuroBasket in Slovenia
Abstract
As Slovenia prepares to co-host the 2029 EuroBasket, or European Basketball Championship for men, this article examines the variables that influenced taxpayers’ willingness to support public backing for a previous rendition of the tournament. The authors surveyed 374 Slovenian taxpayers when the country hosted the event in 2013, and determined that on average, they stated a willingness to pay (SWTP) of €18.7 per person. A Tobit model showed that belief in the societal impact of sports events and the nation-building potential of the tournament increased SWTP by €5.1. Wealthier respondents were less willing to contribute; to overcome this challenge, future promotional campaigns should target higher earners. Beyond money, respondents valued intangible benefits including national pride, international recognition, and skills gained in event organization and marketing. When Slovenia co-hosts the tournament again in 2029, the local organizing committee should spotlight both tangible and emotional benefits, amplify community narratives, and design curated promotional campaigns to secure the trust of a broad range of supporters and stakeholders.
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Copyright (c) 2026 Simon Ličen, Renata Slabe-Erker
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