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JOURNAL OF MANAGEMENT POLICY AND PRACTICE
The Alchemy of Olympics Advertising & Sponsorship: Turning the Games into Gold
Author(s): Rama Yelkur, Chuck Tomkovick, Julia Pennington
Citation: Rama Yelkur, Chuck Tomkovick, Julia Pennington, (2012) "The Alchemy of Olympics Advertising & Sponsorship: Turning the Games into Gold," Journal of Management Policy and Practice, Vol. 13, Iss. 2, pp. 34 - 45
Article Type: Research paper
Publisher: North American Business Press
Abstract:
This study replicates and extends the research design of Tomkovick & Yelkur (2010) by studying all
publicly traded Olympics advertisers and sponsors of the Summer and Winter Olympics between 2000
and 2010 to examine if they experienced financial gains. Our results show that Olympics advertisers
outperform the S&P 500 for the four-week period surrounding these games. Additionally, stock prices of
the firms which both advertised and sponsored the Olympics outperformed those of firms which
advertised in these Olympic telecasts but were not official Olympics sponsors. Implications for
advertisers and researchers are presented as are study limitations and future research directions.
