Year of Graduation
Impact Hockey Championships on Sponsors' Stocks
Nowadays, every company needs to develop and promote their brand, attract new customers and efficiently sell all their products. One of the fundamental factors for success is an effective and original marketing concept or corporate strategy. One of the most popular strategy today is corporate sponsorship. This study analyzes the impact of hockey championships to sponsors’ stock prices. The main goal in this paper is to find a statistically significant impact of hockey results of the fourteen most successful teams consisted in National hockey league (NHL). As a result, statistically significant abnormal return for each outcome of match was found. The maximum abnormal return was found for company that produce goods for sport. Moreover, there is some special dynamic in dependence of championship stage: the closer the final, the less abnormal return of companies’ stocks.