Market reactions to sport sponsorship announcements: Comparison between sponsors and their rivals

Yuta Hino and Fumiko Takeda

Sport Management Review, 2020, vol. 23, issue 3, 401-413

Abstract: •Market responses to sport sponsorship announcements are positive for sponsors.•National congruence is positively related to market reactions.•Market responses to sport sponsorship announcements are negative for rivals in Japan.•Market reactions for sponsors are negative for events held for 2010–2014 in Japan.In this study, the authors investigate the impact of sport sponsorship announcements on the stock prices of sponsors and their rivals in Japan. The event study analyses show that while market reactions for Japanese sponsors are significantly positive, those for rivals are significantly negative. Thus, in Japan, sponsorships might help sponsors build a competitive advantage over their rivals. During 2010–2014, market reactions for sponsors are significantly more negative but less so when the sponsored party is Japanese.

Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://hdl.handle.net/10.1016/j.smr.2019.02.002 (text/html)
Access to full text is restricted to subscribers.

Related works:
Journal Article: Market reactions to sport sponsorship announcements: Comparison between sponsors and their rivals (2020)
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rsmrxx:v:23:y:2020:i:3:p:401-413

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rsmr20

DOI: 10.1016/j.smr.2019.02.002

Access Statistics for this article

Sport Management Review is currently edited by Sheranne Fairley

More articles in Sport Management Review from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().