RT Journal Article
T1 Does Wall Street love sports sponsorship? Stock market reactions to the announcement of global official sponsorships
A1 Abril Barrie, Carmen
A1 Sánchez Herrera, Joaquín
A1 Recio Naranjo, Teresa
AB This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.This study also seeks to illuminate previous research controversies by examining several international sports tournaments in various countries over a 10-year period. The results show that, first, investors' appreciation of sponsorships was positive, although it decreased over the year of the announcement; second, the combination of functional and national congruence produced the highest value; and, third, the stock market did not equally value all sponsorships.
PB The Advertising Research Foundation
SN 0021-8499
YR 2018
FD 2018
LK https://hdl.handle.net/20.500.14352/12327
UL https://hdl.handle.net/20.500.14352/12327
LA eng
NO Título en la revista:"How does wall street react to global sports sponsorship announcements?: An analysis of the effect on sponsoring companies’ stock market prices"
DS Docta Complutense
RD 29 abr 2024