The Worth Of Sport Event Sponsorship A - 5132 Words

Journal of Management and Marketing Research The worth of sport event sponsorship: an event study Jin-Woo Kim The University of Texas at Arlington Abstract The authors investigate the relationship between sports-related event sponsorship and stock market valuation and identify factors that influence the financial rewards of sponsorship using World Cup and PGA tour sponsorship data. In particular, relationship between sports sponsorship with financial performance is examined in terms of sponsorship fit, event characteristics, and brand equity. Event study results show that sponsorship for World Cup and PGA is positively related to abnormal stock returns for sponsors but not every sponsor enjoys significantly positive cumulative abnormal†¦show more content†¦Sports sponsorship makes it possible to link the aspiration and passion of a target audience to specific sports (Arun, 2004). In general, sponsorship holds a unique position in the marketing mix because it is effective in building brand awareness, providing differentiated marketing platforms, facilitating direct business benefits and providing valuable networking and hospitality opportunities (ADREVIEW). The number of companies sponsoring events has increased over the past decade. However, it is somewhat unclear how the effectiveness of event marketing activities can be measured. As mentioned earlier, approach to sports sponsorship can be divided into two The worth of sport, Page 2 Journal of Management and Marketing Research research stream (see Table 1). One is the consumer psychology approach which incorporates effect of sports sponsorship in terms of consumers’ awareness, recognition, and behavioral intentions. The other approach focuses on grasping the potential contribution of sports sponsorship to positive or negative changes in stock price. The effect of sponsorship on firm value in the stock market can be investigated in financial perspective. Approach Consumer psychologic al approach Table 1. Literature Review on Sponsorship Effects Researchers Contents Speed and Conceptual framework about the effect of Thompson, sponsor-event fit, perceived sincerity of the 2000 sponsor,Show MoreRelatedAlcohol and Tobacco in Sports914 Words   |  4 PagesWith sports becoming more and more commercialized, sponsorships have taken over professional sports. In this paper, Alcohol and Tobacco sponsorships will be the issue of this paper. Sports sponsorship has become an important marketing tool for advertiser’s because of the flexibility, broad reach, and high level of brand or corporate exposure that it affords, (Krapp, 49). Yet some sponsors have created an uproar with in the society, these are namely alcohol and tobacco products. These two make upRead MoreU.s. 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