Major Sports Events Returning to Emerging Sports Tourism Nations: Willingness to Pay for the EuroBasket in Slovenia

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.