The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Analysis of Corporate Sales Performance Improvement through Sports Sponsorship

기업 후원을 받는 스포츠 선수의 성적과 기업의 판매 성과 간의 관계 분석

  • 김준성 (한양여자대학교 사회체육과) ;
  • 정호진 (홍익대학교 경영대학 경영학과)
  • Received : 2015.10.13
  • Accepted : 2015.11.25
  • Published : 2015.12.28
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Abstract

We empirically examined the effect of sponsorship on firms' performance. Among many indices measuring a firm's performance, we focused on its revenue and revealed that the performance of players sponsored by the firm has a significant and positive impact on the firm's revenue. In light of transaction data on sports equipments from its importer, our paper makes the following primary contribution by empirically examining the short run effect of sports sponsorship. We believe our findings based on the field data provide strong implications for firms faced with similar decisions.

본 논문은 스포츠 용품 수입 업체의 데이터를 이용하여 스포츠 스폰서십이 기업의 성과에 어떤 영향을 미치는지 실증적 분석을 하였다. 기업의 여러 성과 지표 가운데 매출에 초점을 맞추어 분석한 결과, 기업에서 지원하는 선수들이 좋은 성적을 거두는 경우 기업의 매출에 정(+)의 영향을 미친다는 것을 밝혀냈다. 기존 연구에서 크게 활용되지 않았던 기업의 매출 데이터는 스포츠 스폰서십이 갖는 단기적 효과를 실증적으로 검증 하고, 기존 연구의 한계점을 밝혔다는 점에서 학문적 의미를 갖는다. 또한 기업의 성과를 가늠하기 위하여 기존 연구에서 사용하였던 주가가 유효하지 않은 경우, 스포츠 스폰서십이 기업의 성과에 미치는 영향에 대해 분석했다는 점에 실무적 의의를 갖는다. 따라서 우리는 현장 자료를 바탕으로 한 본 연구의 결과가 기업이 스포츠 스폰서십과 관련하여 현명하고 효율적인 결정을 내릴 수 있도록 도움을 줄 것으로 믿는다.

Keywords

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