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The NASCAR Phenomenon: Auto Racing Sponsorships and Shareholder Wealth

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  • PRUITT, STEPHEN W.
  • CORNWELL, T. BETTINA
  • CLARK, JOHN M.

Abstract

This study presents the first analysis of the impact of NASCAR sponsorship announcements on the stock prices of sponsoring firms. The primary finding of the study—that NASCAR sponsorship announcements were accompanied by the largest increases in shareholder wealth ever recorded in the marketing literature in response to a voluntary marketing program—represents a striking and unambiguous stock market endorsement of the sponsorships. Indeed, the 24 sponsors analyzed in this study experienced mean increases in shareholder wealth of over $300 million dollars, net of all of the costs associated with the sponsorships. A multiple regression analysis of firm-specific stock price changes and select corporate and sponsorship attributes indicates that NASCAR sponsorships with more successful racing teams, corporate (as opposed to product or divisional) sponsorships, and sponsorships with direct ties to the consumer automotive industry are all positively correlated with perceived sponsorship success, while corporate cash flow per share (a well-known proxy for agency conflicts within the firm) is negatively related with shareholder approval.

Suggested Citation

  • Pruitt, Stephen W. & Cornwell, T. Bettina & Clark, John M., 2004. "The NASCAR Phenomenon: Auto Racing Sponsorships and Shareholder Wealth," Journal of Advertising Research, Cambridge University Press, vol. 44(3), pages 281-296, September.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:03:p:281-296_04
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    Citations

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    Cited by:

    1. Ana Sofia Branca & Maria Rosa Borges, 2011. "The Impact of Corporate Rebranding on the Firm‟s Market Value," International Journal of Finance, Insurance and Risk Management, International Journal of Finance, Insurance and Risk Management, vol. 1(4), pages 175-175.
    2. Haina Ding & Alexander Molchanov & Philip Stork, 2011. "The value of celebrity endorsements: A stock market perspective," Marketing Letters, Springer, vol. 22(2), pages 147-163, June.
    3. Kurt William Rotthoff & Craig A. Depken & Peter A. Groothuis, 2014. "Influences on sponsorship deals in NASCAR: indirect evidence from time on camera," Applied Economics, Taylor & Francis Journals, vol. 46(19), pages 2277-2289, July.
    4. Christopher R. Knittel & Victor Stango, 2014. "Celebrity Endorsements, Firm Value, and Reputation Risk: Evidence from the Tiger Woods Scandal," Management Science, INFORMS, vol. 60(1), pages 21-37, January.
    5. Huei-Wen Lin, 2016. "Do Negative Incidents and Corporate Social Responsibility Influence on Sponsors Stock Abnormal Returns?," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 6(3), pages 162-171, March.
    6. Hino, Yuta & Takeda, Fumiko, 2020. "Market reactions to sport sponsorship announcements: Comparison between sponsors and their rivals," Sport Management Review, Elsevier, vol. 23(3), pages 401-413.
    7. Eshghi, Kamran, 2022. "Are sports sponsorship announcements good news for shareholders? A meta-analysis," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 268-287.
    8. Huei-Fu Lu & Tien-Tze Chen, 2016. "The Impact of Match-Fixing Scandals on the Stock Returns of Parent Companies and Sponsors: Evidence from Chinese Professional Baseball League In Taiwan," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 6(4), pages 172-189, April.
    9. John Fizel & Chris R. McNeil, 2017. "Bowling for Dollars," Journal of Sports Economics, , vol. 18(2), pages 162-181, February.
    10. Craig A. Depken II & Matthew Hood & Ernest King, 2017. "Consistency and Momentum in NASCAR," Journal of Sports Economics, , vol. 18(6), pages 601-621, August.
    11. Jonathan A. Jensen, 2017. "Assessing corporate demand for sponsorship: marketing costs in the financial services industry," Marketing Letters, Springer, vol. 28(2), pages 281-291, June.
    12. Jonathan A. Jensen, 2023. "Searching for the "Holy Grail" of sponsorship-linked marketing: A generalizable sponsorship ROI model," Papers 2305.09473, arXiv.org.
    13. Khuram Shafi & Zartashia Hameed & Usama Qadri & Samina Nawab, 2018. "Exploration of Global Brand Value Announcements and Market Reaction," Administrative Sciences, MDPI, vol. 8(3), pages 1-11, August.
    14. John Clark & T. Cornwell & Stephen Pruitt, 2009. "The impact of title event sponsorship announcements on shareholder wealth," Marketing Letters, Springer, vol. 20(2), pages 169-182, June.
    15. Peter A. Groothuis & Jana D. Groothuis & Kurt W. Rotthoff, 2011. "Time on Camera," Journal of Sports Economics, , vol. 12(5), pages 561-570, October.
    16. Jensen, Jonathan A. & Bettina Cornwell, T., 2021. "Assessing the dissolution of horizontal marketing relationships: The case of corporate sponsorship of sport," Journal of Business Research, Elsevier, vol. 124(C), pages 790-799.

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