Campus Only Senior Thesis
Bachelor of Arts
© 2014 Vedant V. Jaitha
Sponsorship is one of the main methods through which a number of companies perform marketing and advertising functions. Athletes can serve as brand ambassadors of various products which are believed to help increase sales and/or enhance the image of a firm. Although a lot of research has been done regarding the subject of how sponsorship announcements affect sponsoring companies, not much research is available regarding how non-economic events and individual performances affect sponsors in the short-run. This study hypothesized that ‘good news’ would cause positive abnormal returns while ‘bad news’ would cause negative abnormal returns for the sponsoring companies. A total of nine events relating to three athletes and ten sponsoring firms were analyzed. Although not many significant results were found, this study helped establish the idea that the temporary images of athletes and emotions related to athletes do not affect the financial markets in a large capacity. This study also lays out some further areas of research in the similar field.
Jaitha, Vedant V., "Short-Term Effects of Announcements and Performance of Athletes on their Respective Sponsoring Companies" (2014). CMC Senior Theses. 909.
This thesis is restricted to the Claremont Colleges current faculty, students, and staff.