Chapter 1: Introduction: Behavioural Sports Economics Hannah Altman, Morris Altman, Benno Torgler Part 1 The Big Picture Chapter 2: Sport as a Behavioural Economics LabHo Fai Chan, David A. Savage, Benno Torgler Chapter 3: Sports Performance, Procedural Rationality and Organizational InefficiencyHannah Josepha Rachel Altman and Morris Altman Chapter 4: Institutional Dynamics in Sports – How Governance, Rules and Technology InteractStuart Thomas and Kieran Tierney Part 2 Incentives, Governance, and Sports Behaviour Chapter 5: Wrong Behaviour Due to Wrong Incentives: How to Transform Doping into a Self-defeating Game Wladimir Andreff Chapter 6: Discrimination, Disequilibrium and Disincentives: Behavioural Economics in Women’s SportStephanie Manning, Ho Fai Chan, and David A. Savage Chapter 7: Winner Alright? New Evidence on High-Stakes Bidding and Returns to Ownership in the Thoroughbred Horseracing IndustryDavid Butler and Robert Butler Part 3 Momentum and Reference Points in Sports Behaviour Chapter 8: Does Psychological Momentum Differ for Home and Away Teams? Evidence from Penalty Shoot-Outs in European CupsAlex Krumer Chapter 9: Reference Point Behaviour and SportsTim Pawlowski 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 SinglesVani K. Borooah Part 4 Heuristics, Sports, Behaviour and Outcomes Chapter 11: Beauty, Preferences and Choice Exemplified in the Sports MarketHannah Josepha Rachel Altman, Morris Altman, Benno Torgler, and Stephen Whyte Chapter 12: Moneyball and Decision-Making Heuristics: An Intersection of Statistics and Practical ExpertiseHannah Josepha Rachel Altman and Morris Altman Part 5 Fans, Fan Behaviour, and Sports Outcomes Chapter 13: Reference Dependent Preferences, Outcome Uncertainty, and Sports Fan Behaviour -A Review of the LiteratureClay Collins and Brad R. Humphreys Chapter 14: Moving towards behavioural stadium attendance demand research: First lessons learned from exploring football spectator no-show behaviour in EuropeDominik Schreyer Part 6 Happiness, and Socioeconomics Determinants of Sports ParticipationChapter 15: The Relationship of Happiness and SportBruno S. Frey and Anthony Gullo Chapter 16: Using Behavioral Economics to Improve Health Through Sports Participation and Physical ActivityMonica M. Moses and Jane E. Ruseski Chapter 17: Socioeconomic and Demographic Correlates of Sports Participation in CanadaNazmi Sari