Olympic Sponsorships and Brand Value: An Empirical Analysis
研究了奥运赞助对品牌价值的影响，发现赞助能提升品牌价值，且效果主要由夏季奥运会驱动，同时处理了内生性问题。
The cost of sponsoring high-profile events is rising rapidly, making it increasingly important to evaluate the effectiveness of sponsorship arrangements. The present study examines the impact of sponsoring the Olympics on brand valuations measured by the formulary approach. Estimates show that Olympic sponsorships raise brand value over time, an effect which is driven by summer games and compatible with defensive action for brand maintenance. The study contributes to the literature by properly dealing with potential endogeneity in sponsorship outcomes, studying the impact of sponsorships on brand value, and conducting longitudinal analysis on the effect of sports sponsorships.