Authors: Bob Lee; David Groves
Addresses: School of Human Movement, Sports and Leisure Studies, Bowling Green State University, 212 Eppler North, Bowling Green, OH 43402, USA. ' School of Human Movement, Sports and Leisure Studies, Bowling Green State University, 212 Eppler North, Bowling Green, OH 43402, USA
Abstract: This study examined the Olympic sponsors' stocks during the China 2008 Olympics to determine the impacts of a mega event such as Olympics on stock market value and its potential long-term influences. The study adapted a theoretical framework of the Built to Last and attempted to contextually and visually describe stock value changes of sponsor companies throughout the Olympic history. Stocks trend analysis method was used to analyse the charts of stock performance to determine if there were consistent patterns among chosen visionary companies such as Coca Cola, McDonalds, General Electric and Johnson & Johnson for the 2008 summer Olympics. The results of the study revealed that the uniqueness of each Olympic in its time and space. Among many variables that influenced sponsorship and its performance the most are a host country's culture, Olympic culture and the momentum of the Olympics.
Keywords: Olympic Games; China; Beijing Olympics; stock market value; mega events; tourism; sporting events; Olympic sponsors; stock performance; 2008 Olympics; sponsorship; host country culture; Olympic culture; momentum; sport marketing.
International Journal of Leisure and Tourism Marketing, 2012 Vol.3 No.2, pp.125 - 145
Received: 08 May 2021
Accepted: 12 May 2021
Published online: 30 Aug 2012 *