Corporate sport sponsorship and stock returns: Evidence from the NFL

Assaf Eisdorfer, Elizabeth Kohl

Research output: Contribution to journalArticlepeer-review

Abstract

Most home stadiums/arenas of major-sport teams in the U.S. are sponsored by large publicly traded companies. Using NFL data we find that stock returns to the sponsoring firms are affected by the outcomes of games played in their stadiums. Wins in Monday night games generate next-day abnormal returns 50 basis points higher than losses. The effect is 80 basis points in the post-season and when the game outcome is unexpected. This does not revert over the next few days. Outcomes of NFL games could serve as a reasonably exogenous instrument for investor sentiment.

Original languageEnglish
Pages (from-to)179-209
Number of pages31
JournalCritical Finance Review
Volume6
DOIs
StatePublished - 2017

Keywords

  • Sport sponsorship
  • Stock returns

Fingerprint

Dive into the research topics of 'Corporate sport sponsorship and stock returns: Evidence from the NFL'. Together they form a unique fingerprint.

Cite this