An interview with Grant Jostol, Business Data Analyst for the Seattle Mariners.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

Pamela Wicker
Christian Weingärtner
Christoph Breuer
and Helmut Dietl

Choosing the legal structure of a sports institution is one of the key decisions that sports managers must make. Using platform theory and property rights theory, this paper shows that the choice of legal structure influences the revenue composition of sports institutions. We hypothesized that member associations should receive higher sponsorship revenues than private firms because their legal structure offers better protection against hold-up for sponsors and also for customers/members, which in turn leads to increased attention for the sponsor. We tested this prediction using...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

Sungho Cho
Minyong Lee
Taeyeon Yoon
Charles Rhodes

Diverse notions on the effectiveness of sport sponsorship have been discussed to some degree in literature on consumer psychology and shareholder wealth. However, there is little investigation on a micro-level that provides empirical evidence for financial returns resulting from sponsorship. In fact, few studies have explored issues related to the evaluation of sponsorship return on investment (ROI), particularly regarding the scope of measurement. This study investigates the effects of a major Olympic sponsorship on consumers’ actual soft drink choices. It analyzes Nielsen Homescan...Read more

Chrysostomos Giannoulakis

Abstract: Elias Katirtsigianoglou is an interesting figure: outgoing, charming, active, sociable, energetic, successful, and well educated. By the time he reached his early 30s, he had acquired for himself what he called “the package.” He worked as a sales manager in a multinational company for renewable energy and had a personal sales record of approximately $60 million. He owned a house in the United Kingdom, a fancy car, and was in a fruitful relationship. However, at the age of 32, he was diagnosed with testicular cancer and doctors gave him six months to live. As he was resting in a...Read more

Aron Levin
Joe Cobbs
Fred Beasley
Chris Manolis

Advertising, sponsorships, and other marketing communications are commonplace in the contemporary world of sports. Are sports fans irritated and annoyed by this commercial bombardment or are they accepting of the role of sports advertising? This study investigates consumers’ perceptions of commercial messages during televised sporting events. The results indicate that fans of two of the most popular US sports (NFL and NASCAR) generally have high levels of sport commercial acceptance (SCA) in televised broadcasts. NASCAR fans—particularly those highly identified with the sport—are the most...Read more

Greg Greenhalgh
T. Christopher Greenwell

Sponsorship funding often represents a significant portion of a niche sport property’s operating capital. Considering professional niche sport properties often solicit the same corporations as mainstream professional sport properties, intercollegiate athletic departments, even arts or music festivals, professional niche sports must understand how their properties can effectively help potential partners achieve their corporate objectives. Therefore, the purpose of the current study was to identify the objectives sponsors deem important when evaluating professional niche sport sponsorship...Read more

Michael Cottingham
Brian Gearity
Kevin K. Byon

While research exists on the marketing of disability sport (Byon, Carroll, Cottingham, Grady, & Allen, 2011), researchers have not yet examined disability sport executives’ perspectives on marketing, promotion, and sponsorship. The purpose of this study was to examine three disability sport (i.e., International Wheelchair Rugby Federation, International Tennis Federation, and United States Tennis Association) executives’ perspectives of sport marketability and the acquisition of sponsors. Key findings include executives’ mixed-support for webcasting, television coverage, and the need...Read more

Angeline G. Close
Russell Lacey

This sport marketing study establishes a clearer demarcation between an event sponsor and a sponsored event in relation to investigating the potential value of congruity. Based on 1,615 field surveys, we uncover the asymmetrical impact of event-sponsor fit on the title sponsor and sponsored professional cycling event. Specifically, the study reveals how consumers’ positive perceptions of the sponsor rise when they perceive greater fit with the event; yet, congruity does not influence consumers’ attitudes toward the event. That is, even when the event and sponsor are perceived as a mismatch...Read more

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