Kruger, Thomas S; Goldman, Michael; Ward, Mike - In: International Journal of Sports Marketing and Sponsorship 15 (2014) 4, pp. 10-25
What impact do sports sponsorship announcements have on the share price returns of sponsoring firms? This research examines the impact of new, renewal and termination sponsorship announcements on returns, employing event study methodology to analyse 118 announcements made by 19 firms over more...
