The decision to raise firm value through a sports-business exchange: How much are Real Madrid's goals worth to its president's company's goals?

Juan Nicolau ()

European Journal of Operational Research, 2011, vol. 215, issue 1, 281-288

Abstract: Global brands emerging from the world of sports are becoming commonplace, and firms invest in the realm of sports, usually through sponsorship initiatives, to get a link with these global brands. Over and above just a mere business link, what if a company makes a personal commitment to get into the core of a renowned, celebrated sports team? This article provides managers with a procedure to analyze, in a weekly basis, how valuable this type of decision is. A conceptual model shows that the personal involvement of a firm's figurehead in a first-class sports club can impact positively on firm value if the person is doing well in the task s/he is entrusted with by the club. The empirical application to the soccer club Real Madrid, over 1,409Â days and 215 matches, finds that the club's performance on the field has a significant impact on the economic returns of its president's company, with asymmetrical effects on firm value in a "loss aversion" pattern, that is, lost matches have a greater effect on firm value than games won.

Keywords: Decision; analysis; Sports-business; exchange; Brand; equity; Firm; value; Loss; aversion (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ejores:v:215:y:2011:i:1:p:281-288

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