Skip to main content
Article thumbnail
Location of Repository

Estimating the Value of Medal Success at the 2010 Winter Olympic Games

By Brad R. Humphreys, Bruce K. Johnson, Daniel S. Mason and John C. Whitehead


We estimate Canadians’ willingness to pay (WTP) for success by Team Canada in the 2010 Winter Olympics. The Canadian government subsidized elite athletes in the run up to the 2010 Games through the Own the Podium program, which was designed to increase Canada’s medal count. WTP estimates from a contingent valuation method (CVM) study using data from nationally representative surveys before and after the Games suggest that Own the Podium generated intangible benefits of between 3 and 5 times its cost. The aggregate value of the intangible benefits generated by the program was between $719 million and $3.4 billion. Key Words: Olympic Games, contingent valuation method, willingness to pay

OAI identifier:

Suggested articles


  1. (1993). Report of the NOAA Panel on Contingent Valuation,
  2. (2008). Are We Willing to Pay Enough to ‘Back the Bid’?: Valuing the Intangible Impacts of London’s Bid to Host the 2012 Summer Olympic Games’,
  3. (1987). Efficient estimation methods for ‘closed-ended’ contingent valuation surveys’,
  4. (1991). Interval estimates of non-market resource values from referendum contingent valuation surveys’,
  5. (1997). Temporal Reliability of Estimates from Contingent Valuation’,
  6. (2009). Estimating Local Welfare Generated By an NFL Team Under Credible Threat of Relocation’,
  7. (1994). Valuing the Environment Through Contingent Valuation’,
  8. (2007). Willingness to pay for amateur sports and recreation programs’,
  9. (2007). What is the Value of Public Goods Generated by a National Football League Team: A CVM Approach’,
  10. (2000). Value of Public Goods from Sport Stadiums:
  11. (2001). The Value of Public Goods Generated by a Major League Sports Team: The CVM Approach’,
  12. (2008). The New Gold War: Germany Revives Its Communist-Era Athlete Schools as the Global Race for Olympic Glory Heats Up’,
  13. (2011). What’s to know about hypothetical bias in stated preference valuation studies?’,
  14. (1989). Using Surveys to Value Public Goods: The Contingent Valuation Method(Washington, DC: Resources for the Future. Page
  15. (2010). Induced Civic Pride and Integration’,
  16. (2010). For the Spirit of Sport’, accessed at Imagebroschuere_e_low.pdf,.
  17. (1999). Testing for Temporal Reliability in Contingent Valuation with Time for Changes

To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.