Questioning the Name Game: An Event Study Analysis of Stadium Naming Rights Sponsorship Announcements

Karen Becker-Olsen (Stern Business School, New York University)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Publication date: 1 September 2003

Abstract

Stadium naming rights programs have proliferated over the past decade, yet we have no direct evidence that these types of sponsorship programs help companies develop their long-term brand equity or even provide a short-term boost to corporate value. This paper examines the impact that naming rights programs have had on the stock values of the corporate sponsors. Using event study analysis, it is found that there are mixed responses to these types of programs. A discussion is provided which helps to explain the mixed results and provides communications mangers with some suggestions on creating more effective naming rights programs.

Keywords

Citation

Becker-Olsen, K. (2003), "Questioning the Name Game: An Event Study Analysis of Stadium Naming Rights Sponsorship Announcements", International Journal of Sports Marketing and Sponsorship, Vol. 5 No. 3, pp. 9-20. https://doi.org/10.1108/IJSMS-05-03-2003-B002

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Publisher

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Emerald Group Publishing Limited

Copyright © 2003 by Winthrop Publications Limited

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