How Does a Sports Sponsorship Announcement Affect a Sponsor’s Market Value?

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Summary

Do sports sponsorship announcements help or hurt the stock-market returns of sponsor companies and their rivals? A study comparing these effects in the U.S. and Japan provides insight into competitive advantages (or lack thereof) between sponsors and their rivals, depending on market reactions in each country, whether the sporting event is held in a home country and the market impact between rival firms.

Geographies (Japan, U.S.)
Industry sector: Other (sports)
sponsorships

Author bio:

Fumika Takeda (takeda@tmi.t.u-tokyo.ac.jp) is an associate professor of applied empirical economics at the University of Tokyo. Her research interests lie in corporate governance and ﬁnance, marketing and sports economics.