Brand sponsorship connects brands with large, passionate audiences. The sponsorship
literature emphasizes the importance of brand sponsor–team congruence; however, prior …

A crucial component of many marketing programs, sponsorship has not always received the
same research attention as other tactical marketing levers. Although research has been …

In this study, the authors investigate the impact of sport sponsorship announcements on the
stock prices of sponsors and their rivals in Japan. The event study analyses show that while …

Purpose Given the public availability of secondary data on investments in events such as the
Olympics, FIFA World Cup and professional sports, event studies that measure stock market …

The number of studies on the marketing–finance interface has escalated in response to
increased interest in the value of marketing investments, such as sports sponsorship. This …

With increases in sponsorship expenditures outpacing traditional advertising, return on
investment warrants greater scrutiny. Research overwhelmingly focuses on returns …

This study attempts to estimate the impact of the announcements of hosts of large sporting
events on domestic stock markets. The research problem is to establish a connection …

The cost of sponsoring high-profile events is rising rapidly, making it increasingly important
to evaluate the effectiveness of sponsorship arrangements. The present study examines the …

One of the newest opportunities available to sport marketing decision-makers is branding on
the game-worn jerseys of teams competing in the National Basketball Association (NBA) …

Marketers have made good progress in quantifying the impact of advertising campaigns on
consumers, at least in the short run. These insights are important but do not address long …