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Sponsorship and shareholder value: A re-examination and extension

机译：赞助和股东价值：重新审查和扩展

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摘要

A stream of studies investigates shareholder wealth effects of marketing investments into sport sponsorship properties. While research generally upholds a positive relationship between sponsorship agreements and shareholder wealth, the relationship remains unclear for several sponsorship categories. With more specific attention to research design issues, this paper replicates and extends prior research in two of these areas: official product and Olympic sponsorship announcements. This paper notes that inclusion of observations with potentially confounding events materially affects results reported by the original authors. The first study identifies a significant positive shareholder wealth effect associated with initial official product sponsorship announcement but not for renewal of such announcements. The second study resolves conflicting views from prior research regarding Olympic sponsorships. Although a negative overall relationship exists for sponsors of the 1996 Atlanta Olympics, the market's negative view of costly, top-tier global sponsorships largely drives this result.
机译：一系列研究调查了营销投资对体育赞助财产的股东财富影响。尽管研究通常认为赞助协议与股东财富之间存在正相关关系，但对于几种赞助类别而言，这种关系仍然不清楚。在更加具体地关注研究设计问题的情况下，本文在以下两个领域中复制并扩展了先前的研究：官方产品和奥运会赞助公告。本文指出，包含具有潜在混淆事件的观察结果会严重影响原始作者报告的结果。第一项研究确定了与初始官方产品赞助公告相关的显着的正面股东财富效应，但没有续签此类公告。第二项研究解决了先前关于奥林匹克赞助的研究中的矛盾观点。尽管对于1996年亚特兰大奥运会的赞助商而言，总体关系是负面的，但市场对昂贵的顶级全球赞助商的负面看法很大程度上推动了这一结果。

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