دانشگاه الزهرا

  اخبار و اعلانات

 آمار

تعداد نشریات25
تعداد شماره‌ها933
تعداد مقالات7,666
تعداد مشاهده مقاله12,513,238
تعداد دریافت فایل اصل مقاله8,895,794
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
مراجع
  1. Abril Barrie, C., Sánchez Herrera, J., & Recio Naranjo, T. (2018). Does Wall Street love sports sponsorship? Stock market reactions to the announcement of global official sponsorships. Journal of Advertising Research, 58(3), 297-310. https://doi.org/10.2501/JAR-2017-016
  2. Achelis, S. B. (2000). Technical Analysis from A to Z (2nd ed.). McGraw-Hill Education. https://books.google.com/books?id=XuiF-2eWHYUC
  3. Aghaei Shahri, M. S., & Azimzadeh, S. M. (2021). The Infrastructure, Peripheral, Organizational and Market Relations in the Iranian Sports Industry. Sports Business Journal, 1(1), 119-130. https://doi.org/10.22051/sbj.2021.37288.1013
  4. Batmunkh, E. (2021). Role of Football in International Business and Economy. Management Science and Business Decisions, 1(2), 39-56. https://doi.org/10.52812/msbd.20
  5. Benar, N., Ramezaninegad, R., Khabiri, M., Kazemnegad, A., & Malekakhlagh, E. (2012). The Survey of Sport Sponsorship Objectives in Iran Super Leagues. Journal of Sport Management, 4(14), 161-176. https://doi.org/10.22059/jsm.2012.28910
  6. Bunn, C., Ireland, R., Minton, J., Holman, D., Philpott, M., & Chambers, S. (2019). Shirt sponsorship by gambling companies in the English and Scottish Premier Leagues: global reach and public health concerns. Soccer & Society, 20(6), 824-835. https://doi.org/10.1080/14660970.2018.1425682
  7. Burton, N., Naraine, M. L., & Scott, O. (2021). Exploring Paralympic digital sponsorship strategy: an analysis of social media activation. Managing Sport and Leisure, 1-17. https://doi.org/10.1080/23750472.2021.1990789
  8. Clark, J. M., Cornwell, T. B., & Pruitt, S. W. (2009). The impact of title event sponsorship announcements on shareholder wealth. Marketing Letters, 20(2), 169-182. https://doi.org/10.1007/s11002-008-9064-z
  9. Cornwell, T. B. (2014, July 16 ). Sponsorship in Marketing: Effective communication through sports, arts, and events (1st ed.). Routledge. https://doi.org/10.4324/9781315816371
  10. Cornwell, T. B., & Kwak, D. H. (2015). Sponsorship-Linked Marketing: Introduction to Topics. Journal of Sport Management, 29(2), 133-136. https://doi.org/10.1123/JSM.2015-0055
  11. Dobson, S., Goddard, J. B., Goddard, J. A., & Goddard, J. (2001). The Economics of Football. Cambridge University Press. https://books.google.com/books?id=7YVCwNJW1A8C
  12. Doellman, T. W., Walkup, B. R., Bouchet, A., & Chabowski, B. R. (2022). A Dichotomy of Sport Sponsorships: Does the Nature of Competition Among Sponsors Matter? Journal of Sport Management, 36(2), 188-198. https://doi.org/10.1123/jsm.2020-0203
  13. Edwards, R. D., Magee, J., & Bassetti, W. H. C. (2012). Technical Analysis of Stock Trends, Tenth Edition. Taylor & Francis. https://books.google.com/books?id=LB9XIvh9yuIC
  14. Fathi, S., & Parvizi, N. (2016). Profitability of Technical Analysis: Combining Oscillators With Moving Average Rules. Financial Engineering and Portfolio Management, 7(28), 41-53. http://fej.iauctb.ac.ir/article_525510.html?lang=en
  15. Ferreira, P., Loures, L., Nunes, J. R., & Dionísio, A. (2017). The behaviour of share returns of football clubs: An econophysics approach. Physica A: Statistical Mechanics and its Applications, 472, 136-144. https://doi.org/10.1016/j.physa.2017.01.022
  16. Flynn, P. (2015). Nike Marketing Strategy: A Company to Imitate [Honors Thesis, School of Business, The Honors College, University at Albany, State University Of New York]. https://scholarsarchive.library.albany.edu/cgi/viewcontent.cgi?article=1013&contexthonorscollege_accounting
  17. Gwinner, K., & Bennett, G. (2008). The impact of brand cohesiveness and sport identification on brand fit in a sponsorship context. Journal of Sport Management, 22(4), 410-426. https://doi.org/10.1123/jsm.22.4.410
  18. Hanke, M., & Kirchler, M. (2013). Football championships and jersey sponsors’ stock prices: an empirical investigation. The European Journal of Finance, 19(3), 228-241. https://doi.org/10.1080/1351847X.2012.659268
  19. Khvastunov, O. (2011). The impact of sponsorship on stock value [MA in Financial Economics, Kyiv School of Economics]. https://kse.ua/wp-content/uploads/2019/03/Khvastunov.pdf
  20. Kumareswaran, S. (2019, January 4). A Three-Year Marketing Plan. [Master Thesis, Business Administration, Business School, University of Wolverhampton]. https://www.academia.edu/40047401/A_three_year_marketing_plan_for_the_development_of_the_Wolves_brand_in_Sri_Lanka
  21. Maricic, M., Kostic-Stankovic, M., Bulajic, M., & Jeremic, V. (2019). See it and believe it? Conceptual model for exploring the recall and recognition of embedded advertisements of sponsors. International Journal of Sports Marketing and Sponsorship, 20(2), 333-352. https://doi.org/10.1108/IJSMS-02-2018-0020
  22. Meenaghan, T., McLoughlin, D., & McCormack, A. (2013). New challenges in sponsorship evaluation actors, new media, and the context of praxis. Psychology & Marketing, 30(5), 444-460. https://doi.org/10.1002/mar.20618
  23. Memari, Z., Rafei Boldaji, S., & Pouyandekia, M. (2021). How is the Football Schools Franchise Using a Valuable Approach to Revenue-Generating Capacity in Iranian Football Clubs? Sports Business Journal, 1(1), 31-44. https://doi.org/10.22051/sbj.2021.36864.1008
  24. Naidenova, I., Parshakov, P., & Chmykhov, A. (2016). Does football sponsorship improve company performance? European Sport Management Quarterly, 16(2), 129-147. https://doi.org/10.1080/16184742.2015.1124900
  25. Palomino, F., Renneboog, L., & Zhang, C. (2009). Information salience, investor sentiment, and stock returns: The case of British soccer betting. Journal of Corporate Finance, 15(3), 368-387. https://doi.org/10.1016/j.jcorpfin.2008.12.001
  26. Popp, B., Horbel, C., Klein, P., & Rach, N. (2018). The Impact of Rivalry among Sport Teams on Sport Sponsorship Evaluation: Lessons from the German Bundesliga. 26th European Association for Sport Management Conference (EASM), Malmö, Sweden. 
  27. Ramazani, A., Mardani, H., Emamgholipour, M., & Mardani, S. (2012). The Effect of the Results of Football Champions Leauge Games on Sponsors’ Stock Prices: Evidence from Iran. World Applied Sciences Journal, 20(1), 102-106. https://doi.org/10.5829/idosi.wasj.2012.20.01.2451
  28. Saatchian, V., Azizi, B., & Talebpour, M. (2021). ADIDAS Sportswear Brand Popularity Model in Iranian Consumers. Sports Business Journal, 1(1), 163-177. https://doi.org/10.22051/sbj.2021.36650.1004
  29. Scholtens, B., & Peenstra, W. (2009). Scoring on the stock exchange? The effect of football matches on stock market returns: an event study. Applied Economics, 41(25), 3231-3237. https://doi.org/10.1080/00036840701721406
  30. Silva, F. M. C. (2021). Does performance exclusively determine the value from shirt sponsorship in football? [Master Thesis, NOVA Information Management School, Instituto Superior de Estatística e Gestão de Informação, Universidade Nova de Lisboa]. https://run.unl.pt/bitstream/10362/129690/1/TGI0489.pdf
  31. Silvestre, A. L., & Santos, A. (2007). The Euro 2004 marketing decisions and sponsoring results. International Journal of Sport Management and Marketing, 2(5-6), 475-495. https://doi.org/10.1504/IJSMM.2007.013962
  32. Šíma, J. (2019). Sponsorship of European Professional Football Clubs. Marketing Identity, 7(1), 353-365. https://www.ceeol.com/search/article-detail?id=870997
  33. Stadtmann, G. (2006). Frequent news and pure signals: The case of a publicly traded football club. Scottish Journal of Political Economy, 53(4), 485-504. https://doi.org/10.2139/ssrn.839104
  34. Takamatsu, S. (2022). The relationship between sponsorship objectives and sport team reputation among sponsor companies: An exploratory study focusing on sponsors of a Japanese professional women’s volleyball club. Journal of Global Scholars of Marketing Science, 32(2), 252-268. https://doi.org/10.1080/21639159.2021.1914128
  35. Taylor, M. P., & Allen, H. (1992). The use of technical analysis in the foreign exchange market. Journal of International Money and Finance, 11(3), 304-314. https://doi.org/10.1016/0261-5606(92)90048-3
  36. Thomas, R. J. (2015). Out with the old and in with the new: a study of new kit sponsorship and brand associations in the Barclays Premier League. Journal of Product & Brand Management, 24, 229-251. https://doi.org/10.1108/JPBM-07-2014-0657
  37. Tsordia, C., Papadimitriou, D., & Parganas, P. (2018). The influence of sport sponsorship on brand equity and purchase behavior. Journal of Strategic Marketing, 26(1), 85-105. https://doi.org/10.1080/0965254X.2017.1374299
  38. Yazdi, S. H. M., & Lashkari, Z. H. (2013). Technical analysis of Forex by MACD Indicator. International Journal of Humanities and Management Sciences (IJHMS), 1(2), 159-165. https://www.semanticscholar.org/paper/Technical-analysis-of-Forex-by-MACDIndicator-Yazdi-Lashkari/fb6e980df804abf3531f74f01e6147c318ca1bae
  39. Zapata Agüera, S., & Martínez Caro, L. (2021). An explanatory model of the influence of consumer exposure to sport sponsoring event. Sport in Society, 1-19. https://doi.org/10.1080/17430437.2021.1922389
آمار
تعداد مشاهده مقاله: 807
تعداد دریافت فایل اصل مقاله: 673


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب