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ETD Abstract Container

Abstract Header

NASCAR Sponsorship: Who is the Real Winner? An Event Study Proposal

Seurkamp, Meredith
http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1146069495

Abstract Details

2006, Bachelor of Science in Business, Miami University, School of Business Administration - Marketing.
This paper investigates the costs and benefits of NASCAR sponsorship. Sports sponsorship is increasing in popularity as marketers attempt to build more personal relationships with consumers. NASCAR is one of the most lucrative sponsorship venues in professional sports and now claims seventy-five million fans and over one hundred FORTUNE 500 companies as sponsors. This paper investigates sponsorships as well as the fan base targeted by these marketing efforts. Research indicates that NASCAR fans are typically more brand loyal than the average consumer, exhibiting particular loyalty to NASCAR sponsors. The paper further explains who composes the NASCAR fan base. Finally, the paper relates this information to the ultimate goal of a firm: increase shareholder value. Consequently, the paper proposes the use of an event study to measure the impact of NASCAR sponsorship upon stock price of sponsoring companies.
Timothy Greenlee (Advisor)
64 p.
Business Administration, Marketing
NASCAR; NASCAR Fans; Sponsorship; Sponsor; Event Study; General Sports Sponsorship

Recommended Citations

Citations

  • Seurkamp, M. (2006). NASCAR Sponsorship: Who is the Real Winner? An Event Study Proposal [Undergraduate thesis, Miami University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1146069495

    APA Style (7th edition)

  • Seurkamp, Meredith. NASCAR Sponsorship: Who is the Real Winner? An Event Study Proposal. 2006. Miami University, Undergraduate thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1146069495.

    MLA Style (8th edition)

  • Seurkamp, Meredith. "NASCAR Sponsorship: Who is the Real Winner? An Event Study Proposal." Undergraduate thesis, Miami University, 2006. http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1146069495

    Chicago Manual of Style (17th edition)

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© 2006, all rights reserved.
This open access ETD is published by Miami University Honors Theses and OhioLINK.