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Athens' Olympic Games 2004 impact on sponsors' stock returns

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  • Aristeidis Samitas
  • Dimitris Kenourgios
  • Peter Zounis

Abstract

The sponsorship of major sporting events involves an ongoing commitment by business partners (sponsors) who need to evaluate the returns of their investments. This article addresses this evaluation by employing event study analysis and bootstrapping in order to assess the market value of business sponsorship of the Olympic Games 2004. The events tested are the announcement of the Athens 2004 Olympic Games sponsorships and the opening ceremony. The empirical results indicate the marginal positive impact that sponsorship announcements cause in international and national sponsors' stock returns. Sponsorship announcements are more influential for small size firms' stock returns since they react more positive compared to larger ones.

Suggested Citation

  • Aristeidis Samitas & Dimitris Kenourgios & Peter Zounis, 2008. "Athens' Olympic Games 2004 impact on sponsors' stock returns," Applied Financial Economics, Taylor & Francis Journals, vol. 18(19), pages 1569-1580.
    • Handle: RePEc:taf:apfiec:v:18:y:2008:i:19:p:1569-1580
    DOI: 10.1080/09603100701720336
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    References listed on IDEAS

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    3. 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.
    4. Wolfgang Breuer & Moritz Felde & Bertram I. Steininger, 2017. "The Financial Impact of Firm Withdrawals from “State Sponsor of Terrorism” Countries," Journal of Business Ethics, Springer, vol. 144(3), pages 533-547, September.
    5. Monfort, Abel & Villagra, Nuria & Sánchez, Joaquín, 2021. "Economic impact of corporate foundations: An event analysis approach," Journal of Business Research, Elsevier, vol. 122(C), pages 159-170.
    6. 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.
    7. Ogawa, Ryoh, 2017. "Using REIT Data to Assess the Economic Worth of Mega-Events: The Case of the 2020 Tokyo Olympics," MPRA Paper 78829, University Library of Munich, Germany.
    8. 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.

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