The traditional workhorses of conventional economics (prices, income) can only provide partial explanations and understandings for sport-related behaviour. This book demonstrates the analytical insights to be gained by supplementing the conventional economics toolbox with psychological, cognitive, sociological, and institutional factors.

Chapter 1. Introduction: Behavioural Sports Economics Part 1The Big Picture Chapter 2. Sport as a Behavioural Economics Lab Chapter 3. Sports Performance, Procedural Rationality and Organizational Inefficiency Chapter 4. Institutional Dynamics in Sports - How Governance, Rules and Technology Interact Part 2Incentives, Governance, and Sports Behaviour Chapter 5. Wrong Behaviour Due to Wrong Incentives: How to Transform Doping into a Self-defeating Game Chapter 6. Discrimination, Disequilibrium and Disincentives: Behavioural Economics in Women's Sport Chapter 7. Winner Alright? New Evidence on High-Stakes Bidding and Returns to Ownership in the Thoroughbred Horseracing Industry Part 3Momentum and Reference Points in Sports Behaviour Chapter 8. Does Psychological Momentum Differ for Home and Away Teams? Evidence from Penalty Shoot-Outs in European Cups Chapter 9. Reference Point Behaviour and Sports Chapter 10. The Importance of the Serve in Winning Points in Tennis: A Bayesian Analysis Using Data for the Two Winners of the 2019 French Open Singles Part 4Heuristics, Sports, Behaviour and Outcomes Chapter 11. Beauty, Preferences and Choice Exemplified in the Sports Market Chapter 12. Moneyball and Decision-Making Heuristics: An Intersection of Statistics and Practical Expertise Part 5Fans, Fan Behaviour, and Sports Outcomes Chapter 13. Reference Dependent Preferences, Outcome Uncertainty, and Sports Fan Behaviour: A Review of the Literature Chapter 14. Moving towards behavioural stadium attendance demand research: First lessons learned from exploring football spectator no-show behaviour in Europe Part 6Happiness, and Socioeconomics Determinants of Sports Participation Chapter 15. The Relationship of Happiness and Sport Chapter 16. Using Behavioral Economics to Improve Health Through Sports Participation and Physical Activity Chapter 17. Socio-Economic and Demographic Correlates of Sports Participation in Canada