One of the newest opportunities available to sport marketing decision-makers is branding on the game-worn jerseys of teams competing in the National Basketball Association (NBA). Given the novelty of this opportunity, research on the returns marketers may receive from such investments is scarce. This study applies the event study methodology to measure shareholder reaction to the announcements of NBA jersey sponsorships utilizing multiple financial models and event windows, with results indicating abnormal and positive return on investment (ROI). Reflective of signaling theory, the market’...Read more
