and professional sports, event studies that measure stock market response to these investments have grown. Previous … findings from event studies in sport sponsorship to determine if sponsorship announcements influence stock market response … leak to share markets and positively influence share price. This finding suggests that sponsoring the sports and events …

GARCH (p,q) model, focusing on the stock price effects of a sport sponsorship program during and after a sporting event … sports events during the period 2000–2009, in order to examine the effect of major sporting events on sponsors' stock returns … caused by sports events' sponsorship programs are firm-specific, as well as sporting event-specific. The findings of this …