Abstract

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.

摘要

赞助大型活动的费用正在迅速上升，因此评估赞助安排的有效性变得越来越重要。本研究考察了赞助奥运会对采用公式法衡量的品牌价值的影响。估计显示，奥运会赞助会随着时间的推移提高品牌价值，这种影响是由夏季运动会推动的，并且与品牌维护的防御性行为兼容。该研究通过适当处理赞助结果中潜在的内生性，研究赞助对品牌价值的影响以及对体育赞助的效果进行纵向分析，为文献做出了贡献。