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Bowling for Dollars

Author

Listed:
  • John Fizel
  • Chris R. McNeil

Abstract

Corporate title sponsorship of college football bowl games has proliferated over the past two decades, yet little analysis has been made concerning the returns to these investments. This article examines the impact that title sponsorships have had on the stock value of the corporate sponsors. Using event study analysis, we find that there was no significant change, on average, in the stock prices following the sponsorship announcements. However, a cross-sectional analysis of changes in firm stock prices relative to corporate and bowl characteristics reveals that markets view sponsorships by large and high-tech firms negatively and major bowls positively.

Suggested Citation

  • John Fizel & Chris R. McNeil, 2017. "Bowling for Dollars," Journal of Sports Economics, , vol. 18(2), pages 162-181, February.
    • Handle: RePEc:sae:jospec:v:18:y:2017:i:2:p:162-181
    DOI: 10.1177/1527002514566282
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    References listed on IDEAS

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    1. Ryngaert, Michael & Netter, Jeffry, 1990. "Shareholder Wealth Effects of the 1986 Ohio Antitakeover Law Revisited: Its Real Effects," The Journal of Law, Economics, and Organization, Oxford University Press, vol. 6(1), pages 253-262, Spring.
    2. Boehmer, Ekkehart & Masumeci, Jim & Poulsen, Annette B., 1991. "Event-study methodology under conditions of event-induced variance," Journal of Financial Economics, Elsevier, vol. 30(2), pages 253-272, December.
    3. Eva Marikova Leeds & Michael A. Leeds & Irina Pistolet, 2007. "A Stadium by Any Other Name," Journal of Sports Economics, , vol. 8(6), pages 581-595, December.
    4. Mikkelson, Wayne H. & Partch, M. Megan, 1988. "Withdrawn Security Offerings," Journal of Financial and Quantitative Analysis, Cambridge University Press, vol. 23(2), pages 119-133, June.
    5. 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.
    6. 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.
    7. Corrado, Charles J., 1989. "A nonparametric test for abnormal security-price performance in event studies," Journal of Financial Economics, Elsevier, vol. 23(2), pages 385-395, August.
    8. A. Craig MacKinlay, 1997. "Event Studies in Economics and Finance," Journal of Economic Literature, American Economic Association, vol. 35(1), pages 13-39, March.
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    Cited by:

    1. Krystian M. Zawadzki & Marcin Potrykus, 2023. "Stock Markets’ Reactions to the Announcement of the Hosts. An Event Study in the Analysis of Large Sporting Events in the Years 1976–2032," Journal of Sports Economics, , vol. 24(6), pages 759-800, August.

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