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

Yuta Hino, Fumiko Takeda

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)401-413
Number of pages13
JournalSport Management Review
Volume23
Issue number3
DOIs
Publication statusPublished - 2020 Jun
Externally publishedYes

Keywords

  • Ambush marketing
  • Event study
  • Sport sponsorship
  • Stock prices

ASJC Scopus subject areas

  • Business and International Management
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management
  • Organizational Behavior and Human Resource Management
  • Management Science and Operations Research
  • Marketing

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