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The purpose of this study was to examine stock price abnormal returns following title sponsorship announcement and event date of NASCAR, the PGA Tour, and the LPGA Tour. For this purpose, the authors used event study analysis where the analysis measures the impact that a specific event has on stock prices by comparing actual stock returns to estimated returns (Spais & Filis, 2008). An event study analysis demonstrated that title sponsors for the LPGA Tour and NASCAR garnered significant stock price increases on both the announcement date and the event date. The moderator tests suggested that high image congruence and high-technology related sponsorships assumed a key role in stock price increases.

Although most labor and microeconomic textbooks contain a theoretical discussion of the backward‐bending labor supply curve, scant empirical evidence of this phenomenon exists. In this paper we investigate the behavior of PGA golf professionals as they make labor‐leisure choices for performing on the PGA Tour. Using tournament theory to model this labor market and data from tournament performances over three seperate years, we find significant evidence that higher paid PGA Tour players do indeed operate in the backward‐bending region of their labor supply curves.

The chapter details the development of one of the most lucrative professional sports for women in the world, while drawing attention to institutionalised issues of racism and sexism in the sport. We discuss the history of women in professional golf, from the roots of the Ladies Professional Golf Association (LPGA), through the modern-day game where women now play for large sums of money each week. We then shed light on the development of a global tour which started with the likes of Annika Sorenstam, Lorena Ochoa, and Se Ri Pak dominating a once Americentric tour, and how the LPGA struggled to embrace this cultural shift via the Five Points of Celebrity marketing plan and the contentious English-speaking rule. The discussion then moves to focal point of the chapter: the US media's reaction to long-time American professional golf coach and former radio broadcaster Hank Haney's disparaging comments before and at the conclusion of the 2019 Women's US Open. Twenty-five articles were collected from US golf and sport media outlets and coded resulting in four themes: (1) a downplaying of the remarks, (2) ambivalence to the women's game, (3) a privileging of men, and (4) a global tour. The chapter concludes with remarks that highlight the media's struggle to find the appropriate framing and language to cover the incident and how an intersectional approach reveals that oppression of women on the LPGA Tour exists beyond gender.

An interesting issue little explored in the celebrity endorsement literature is whether or not the activities of a celebrity endorser affect company performance. We examine the impact of Tiger Woods’s tournament performance on the endorsing firm’s value subsequent to the contract signing. We do not find a relationship between Tiger’ss tournament placement and the excess returns of Fortune Brands (parent of Titleist). This is likely due to Titleist being a very small contributor to the total market value of Fortune Brands. We also fail to find a significant relationship for American Express suggesting the market does not view a golfer endorsing financial services as credible. We do, however, find a positive and significant impact of Tiger’s performance on Nike’s excess returns suggesting that the market values the additional publicity that Nike receives when Tiger is in contention to win.

Alycen McAuley is the Director of Corporate Sponsorships for Charles Schwab, a Fortune 500 financial services company. Here she talks with Jay Gladden about the sponsorship industry, Schwab's goals with sponsorship, sponsorship evaluation and the future of corporate sponsorship.

The coronavirus (COVID-19) pandemic in early 2020 prompted widespread global lockdowns as the world looked to contain and reduce the impact of the virus, including a pause on most sporting competitions (Parnell et al., 2020). COVID-19 has greatly affected the world, exposing stark inequalities, especially across gendered lines, in areas of society such as the labour market, domestic responsibility and economic hardship (Alon et al., 2020). Sport is a crucial, interwoven aspect of society and like wider societal trends, elite women's sport has been adversely affected by the pandemic, facing an existential threat (Bowes et al., 2020; Clarkson et al., 2020; Rowe, 2020). The aim of this chapter is to provide an overview of how the pandemic is negatively impacting a wide variety of elite women's sports. Specifically, we cover sports where women have traditionally existed on the margins of the sport and could be considered as male-dominated labour industries. Centring primarily on the United Kingdom, we present a brief chronology of the impact of the crisis on elite women's sport, across football, rugby, cricket and golf – in many ways different from the men's versions – spanning the eight months since the start of the pandemic in March 2020 until the time of writing in November 2020. Throughout, the chapter utilises qualitative data from elite sportswomen encouraged to share their experiences during the pandemic (see Bowes et al., 2020). Subsequently, this chapter concludes with a summary of the challenges for women operating in (semi-)professional sports environments.

The purpose of this study is to examine if sport event volunteers were inspired by their event experience to volunteer in the future.

A postevent questionnaire was administered to 161 professional golf tournament volunteers, in which 93 respondents were identified as first-time volunteers of the event and 68 as returning volunteers. A moderation analysis was conducted to assess if previous event-specific volunteer experience moderated the relationship between volunteers' inspiration and future volunteer intentions.

First-time event-specific volunteers were significantly more inspired to volunteer again than returning event-specific volunteers. Findings indicate volunteers can be inspired from their event experience toward future volunteer intentions.

This study offers conceptual understandings and new application of inspiration–behavioral intentions by examining sport events' (in)ability to inspire first-time and returning event volunteers to volunteer in the future. Findings are limited to the sport event volunteers' intention discussion.

This study demonstrates how event stakeholders can create positive future behavioral intentions for community members through hosting sport events. By positioning first-time event-specific volunteers within roles that can elicit inspiration (e.g. interacting with athletes), event managers can foster stronger future volunteer intentions.

This study extends the understanding of demonstration effects by moving beyond the traditional sport event spectators and sport participation intention foci. It demonstrates that sport events can inspire different spectator groups (i.e. event volunteers) toward different future behavioral intentions (i.e. volunteer intentions). Findings address previous sport event volunteer assumptions regarding intention, inspiration and volunteer segments.

Using data from the Senior PGA Tours we analyze the incentive effects of rank order tournaments. Previous studies using data from the PGA Tour reached conflicting conclusions. To resolve the issue, the Senior PGA Tour was chosen for its unique format where players are not cut from the tournament before completion, eliminating any survival bias. The findings support the hypothesis that the level of prizes in Senior PGA tournaments influences players’ performance, indicating that tournaments can be used to motivate performance.