Abstract
The major objective of this study is to test if the sport sponsorship can influence investors’ behavior. The paper analyzes the effect of the final of African Nations Championship Handball games announcements on the stock price of Tunisian sponsoring firm by investigating whether sponsorship announcements have an effect on abnormal returns on share prices. Using event study methodology, the results provide evidence that the market react with the result of the games. Result reveal that abnormal returns positively impact stock returns. The impact of Handball club performance was found to be significant.
RIM ZOUAOUI , FATEN HAKIM GHORBEL, MOHAMED ALI OMRI. (2013) The Impact of Sports Sponsorship on the Brand Value of the Tunisian Company, International Review of Management and Business Research, Volume 2, Isuue 3.
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