인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록·키워드
The purpose of this study was to empirically analyze the effectiveness of athlete sponsorships in the sports industry. While companies pursue various outcomes through sports sponsorship—such as enhancing brand awareness, eliciting emotional engagement from consumers, and fulfilling corporate social responsibility—empirical and quantitative analyses of these effects remain limited. To this end, Interrupted Time Series Analysis(ITSA) was applied to the total revenue time-series data of global sports brands Nike and Adidas. The results show that Nike achieved revenue increases of 469.37%, 452.38%, and 432.74% following sponsorships with basketball, tennis, and soccer athletes in 2003, 2004, and 2005, respectively. Adidas demonstrated sponsorship effects of 86.34% (athletics, 2004), 121.68% (soccer, 2006), and 52.82% (basketball, 2015). Notably, Nike exhibited the highest effectiveness in basketball sponsorships, while Adidas showed the strongest impact in soccer sponsorships. The significance of this study lies in its objective and practical assessment of sponsorship effects using corporate revenue—a direct performance indicator. The study concludes with implications and suggestions for future research.
본문·목차
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