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Ahmadi Bonabi, Saeid, Javani, Vajiheh. (1400). Kit Sponsors in the Stock Market: Nike as Kit Sponsorship of Three Football Club. جلوه هنر, 1(2), 13-31. doi: 10.22051/sbj.2022.39181.1023
Saeid Ahmadi Bonabi; Vajiheh Javani. "Kit Sponsors in the Stock Market: Nike as Kit Sponsorship of Three Football Club". جلوه هنر, 1, 2, 1400, 13-31. doi: 10.22051/sbj.2022.39181.1023
Ahmadi Bonabi, Saeid, Javani, Vajiheh. (1400). 'Kit Sponsors in the Stock Market: Nike as Kit Sponsorship of Three Football Club', جلوه هنر, 1(2), pp. 13-31. doi: 10.22051/sbj.2022.39181.1023
Ahmadi Bonabi, Saeid, Javani, Vajiheh. Kit Sponsors in the Stock Market: Nike as Kit Sponsorship of Three Football Club. جلوه هنر, 1400; 1(2): 13-31. doi: 10.22051/sbj.2022.39181.1023

Kit Sponsors in the Stock Market: Nike as Kit Sponsorship of Three Football Club

Sports Business Journal
مقاله 2، دوره 1، شماره 2، مهر 2021، صفحه 13-31    اصل مقاله (1.2 M)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2022.39181.1023
نویسندگان
Saeid Ahmadi Bonabi1؛ Vajiheh Javani* 2
1MSc in Sports Marketing Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran.
2Assistant Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran.
چکیده
Purpose: One of the actual reasons for sponsorship is to attract millions to increase the number of consumers. Therefore, this article aims to study the effects of kit sponsorship for football clubs on Nike's corporate value by analyzing price trends.
Methodology: In this study, price data was gathered from the date of released statements of the football clubs present in the 2019-2020 season of the Premier League. Analyzing the data was conducted by the market Technical Analysis method with three different indicators (RSI-MACD-Moving Average).
Findings: The results showed that Nike faced significant changes in the price trend of its stock values. All of these three indicators show an increase in the exchanged volume of stock. The analysis explains its high potential of changing the trend.
Originality: Because of these changes, other companies were interested in being a sponsor for many clubs in any sports field, and it creates a competitive atmosphere between the companies.
کلیدواژه‌ها
Brand؛ Premier League؛ Sponsorship؛ Stock Market؛ Technical Analysis
عنوان مقاله [English]
حضور حامیان البسه ورزشی در بازار سهام مطالعه موردی شرکت نایکی با عنوان حامی البسه ورزشی در سه باشگاه فوتبال
نویسندگان [English]
سعید احمدی بنابی1؛ وجیهه جوانی2
1کارشناسی ارشد مدیریت بازاریابی ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران.
2استادیار، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران.
چکیده [English]
هدف: امروزه، بدست آوردن حق حمایت البسه تیم‌های ورزشی و در عین حال حق حمایت مالی به ویژه برای باشگاه‌های فوتبال به صورت فزاینده‌ای رقابتی شده است و ارزش‌های زیادی را برای برند‌های حامی به دنبال دارد. بنابراین، هدف این پژوهش، مطالعه تاثیر حمایت البسه ورزشی، توسط شرکت نایکی از تیم‌های فوتبال در مقایسه با حامی مالی، بر ارزش سهام آن‌ها در بازار بورس اوراق بهادار و تاثیر حمایت مالی برند‌های حامی البسه تیم‌های فوتبال بر ارزش شرکتی آن‌ها، با بررسی تغییرات ایجاد شده بر روی روند قیمتی این شرکت‌‌ها در بازار بورس اوراق بهادار است.
روش: در این پژوهش، داده‌های مورد استفاده از تاریخ صدور اطلاعیه سه تیم‌ فوتبال حاضر در لیگ برتر جزیره (انگلیس) بوده که قبل از شروع مسابقات، شرکت حامی خود را معرفی کرده بودند و از طریق روش تحلیل تکنیکال بازار و سه اندیکاتور مختلف (آراس‌آی-مک دی- میانگین متحرک)، داده‌ها تحلیل شده‌اند.
یافته‌ها: نتایج بدست آمده نشان داد که برند‌ نایکی حامی البسه تیم‌های فوتبال عمدتأ با وجود فضای رقابتی شدید، در روند قیمتی ارزش سهام خود، صعود نسبتا قابل توجهی را شاهد بوده است. این تغییرات درست به هنگام رسمی شدن حمایت این شرکت هم برای نایکی و هم برای شرکت هایی که حمایت مالی را از این تیم هم بر عهده دارند نیز اتفاق افتاده است.
اصالت و ابتکار مقاله:  به همین علت برند‌های حامی تمایل به پرداخت هزینه‌هایی در جهت در انحصار گرفتن بازار حمایت از البسه تیم‌های فوتبال نیز دارند، تا از فضای رقابتی در بازار برنده خارج شوند. آنان با انتخاب و حمایت از تیم‌های فوتبال قدرتمند و مطرح سعی بر قهرمان شدن در لیگ‌ها و مسابقات مختلف را داشته، تا بتوانند این صعود روند سهام را بیشتر تحت سلطه داشته باشند.
کلیدواژه‌ها [English]
ارزش سهام, بازار بورس, برند, حامی مالی, تحلیل تکنیکال
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