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

Abstract

The purpose of this study was to investigate the impact of sponsorship on companies that supported the 2002 Winter Paralympics. The aim of the study 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? Results indicated that no differences existed between those companies that chose to sponsor 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.

Citation

Ozturk, M.A. and Kocak, S. (2004), "Impact of Sponsorship on Companies That Supported the 2002 Salt Lake City Winter Paralympics", International Journal of Sports Marketing and Sponsorship, Vol. 5 No. 4, pp. 38-51. https://doi.org/10.1108/IJSMS-05-04-2004-B005