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Full-Text Articles in Sports Management
The Relationship Between Sports Sponsorship And Corporate Financial Returns In South Africa, Michael Goldman, Julian Blake, Sonja Fourie
The Relationship Between Sports Sponsorship And Corporate Financial Returns In South Africa, Michael Goldman, Julian Blake, Sonja Fourie
Sport Management
Purpose
Sponsorship is a major contributor to income in the South African sports arena, and is a critical component allowing sports unions to remain financially viable and sustainable. Sports sponsoring companies, however, have long questioned the financial returns generated from these ventures. The purpose of this paper is to understand whether financial returns of companies with sports sponsorship in South Africa are significantly different to those without. This research was conducted on Johannesburg Stock Exchange (JSE) listed companies that sponsored sport consistently between 2000 and 2015 for a period of two years. A quantitative methodology was employed whereby share price, …