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

Document Type : Original Article

Authors

1 MSc in Sports Marketing Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran.

2 Assistant Professor, 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-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.

Keywords

References
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Sports Business Journal
Volume 1, Issue 2 - Serial Number 2
Summer and Autumn
July 2021
Pages 13-31
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