Evaluation of Football Club Indicators Impact on the Economic Activity Indicators of Its Title Sponsor

The issue of efficiency of the sponsorship leverage is the subject of increased interest in a growing field of advertising, audience reach, and sponsorship opportunities. Proper use of the sponsorship instruments allows a company to extract the maximum benefit from the opportunities provided by the sponsorship contract. The text provides an overview of consumer-focused sponsorship model, which considers factors behind information-proceeding mechanics and theorizes sponsorship outcomes. The study also investigates the influence of football matches and related factors on changes in the expected yield of the title sponsor. The analysis was conducted using the event study model that calculates the econometric estimation of the foresaid effect. No significance was revealed as a result of the model calculation. Nevertheless, a positive effect on the abnormal stock return was revealed for the home matches, for play-off stage games and for teams from Turkey.