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http://dx.doi.org/10.5392/JKCA.2015.15.12.550

Analysis of Corporate Sales Performance Improvement through Sports Sponsorship  

Kim, Junsung (한양여자대학교 사회체육과)
Jung, Hojin (홍익대학교 경영대학 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.15, no.12, 2015 , pp. 550-559 More about this Journal
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.
Keywords
Sponsorship; Golf; PGA; LPGA; Sales;
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