International Journal of Sport Management

The Impact of Sports Sponsorship Announcements on the Stock Market Returns: A Systematic Literature Review

Kamran Eshghi

Abstract: Sports sponsorship represents one of the company’s most important marketing efforts. Researchers have used event studies to assess and calibrate how sponsorship contract announcements at various events affect shareholder value. The data available offer an optimum opportunity to carry out a review to understand how this method has been applied in the sports sponsorship literature, and to find ways to improve its use so that future research can benefit. This paper conducted a review of the methods implemented in more than 60 sports sponsorship studies that were published between 1997 and 2020. Important design considerations connected with event study methodology are described, along with key points of concern. Recommendations to improve the quality of conducting event studies in this field are also provided. Keywords: Sports sponsorship, event study, abnormal return.

Keywords: Sports sponsorship, event study, abnormal return

Citation: Eshghi, K. (2020). The impact of sports sponsorship announcements on the stock market returns: A systematic literature review. International Journal of Sport Management, 21(4), 347-395.

References:

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