Rui Biscaia and Claudio Rocha

This study examines awareness, congruence, attitudes, and purchase intentions of three local sponsors of the 2016 Rio Olympic Games and their strongest rival brands, and tests the relationships among congruence, attitudes, and purchase intentions of both actual sponsors and their rivals. Data were collected through an online questionnaire (n = 621). Results indicated that awareness was significantly higher for only one of the sponsors. Neither congruence nor attitude toward the brand were higher for local sponsors when compared to their rival brands. Purchase intentions were significantly...Read more

Dean V. Baim
Levon Goukasian
and Marilyn B. Misch

Using event study methodology, this paper analyzes the capital market behavior related to shares of companies that sponsored the London 2012 Summer Olympic Games. We investigate the existence of abnormal returns and changes in trading volumes on announcement dates for companies at two sponsorship levels—Official Olympic Partners and Official Olympic Supporters. We also test for differential responses between British and non-British firms. We find that London 2012 Olympic sponsorships are associated with statistically significant increased share values for Official Partners as well as for...Read more

Matthias Reiser
Christoph Breuer
Pamela Wicker

This study analyzes the effect of sponsorship announcements on the firm value of sponsoring firms by investigating whether sponsorship announcements have an influence on abnormal returns on share prices. As previous research has neglected sponsorships from different regions and the comparison of sponsorships in different sports, a unique dataset of sponsorship deals between 1999 and 2010 is created (n=629). Using event study methodology the data is analyzed for all sports in general as well as for different sub-samples including soccer, motor sports, and different regions. The results of...Read more