Title of article :
Kit Sponsors in the Stock Market: Nike as Kit Sponsorship of Three Football Club
Author/Authors :
Ahmadi Bonabi, Saeid Faculty of Physical Education and Sport Sciences - University of Tabriz, Tabriz, Iran , Javani, Vajiheh Department of Sport Management - Faculty of Physical Education and Sport Sciences - University of Tabriz, Tabriz, Iran
Abstract :
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-MACDMoving
Average).
Findings: The results showed that Nike faced significant changes in the
price trend of its stock values. 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.
Keywords :
Brand , Premier League , Sponsorship , Stock Market , Technical analysis
Journal title :
Sports Business Journal
