Assessing the Market Value of Sponsoring: Corporate Olympic Sponsorships
本研究用事件分析法评估1996年奥运赞助对企业市场价值的影响，发现赞助公告后公司股价上涨，表明赞助活动对参与企业有正面价值。
<h3>ABSTRACT</h3> The difficulties of evaluating sports sponsorship are well known. In this study Miyazaki and Morgan use ‘event study analysis’ to assess corporate sponsorship of the 1996 Olympic Games. The theory, well known in financial circles, is that consequences of an activity are reflected in the market price of the sponsor9s stock. The authors examine the changes in company market value (share price) following the announcement of Olympic Sponsorship, and conclude that this type of activity was of positive value to participating companies.