Impact of Sponsorship on Companies That Supported the 2002 Salt Lake City Winter Paralympics

Date

2004-01-01

Author

Öztürk, Mehmet Ata
Kozub, Francıs
Koçak, Mehmet Settar

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The purpose of this study was to investigate the impact of sponsorship on companies that supported the 2002 Winter Paralympics. The aim was to find out whether sponsorship was related to positive cumulative abnormal returns on the stocks of selected companies. Specifically, was there a difference between the stock values of the 16 companies (with shares in US markets) that sponsored Paralympic games versus leading competitors that did not? Sponsor and competitor stocks were analysed at the announcement date, three months post announcement, three months post event, and one year post event. Results indicated that no differences existed between those companies that chose to sponsor the Paralympics and their leading competitors at any of the time periods F(1, 30 ) = 1.15, p < .05. These findings were consistent with past studies conducted on sport events for persons without disabilities. Further studies are needed to measure other possible company gains by sponsoring Paralympics

URI

https://hdl.handle.net/11511/84912

Journal

International Journal of Sports Marketing & Sponsorship

Collections

Department of Physical Education and Sports, Article

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Citation Formats

M. A. Öztürk, F. Kozub, and M. S. Koçak, “Impact of Sponsorship on Companies That Supported the 2002 Salt Lake City Winter Paralympics,” International Journal of Sports Marketing & Sponsorship, pp. 38–51, 2004, Accessed: 00, 2021. [Online]. Available: https://hdl.handle.net/11511/84912.