2019
DOI: 10.15604/ejbm.2019.07.02.001
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No Short- And Medium-Term Effects of Sport Sponsorship; The Case of Divina Pastora in Professional Basketball

Abstract: Despite the immense size of sports sponsorship business, such marketing actions do not have a clear association with the return of investment, because literature shows mixed results. In this study, we use a dynamic approach to assess the short-and medium-term efficacy of sponsorship of the insurance company Divina Pastora, official sponsor of one of the top basketball teams in the Spanish ACB professional league, Joventut de Badalona. Divina Pastora signed a sponsorship contract with the team in July 2016, a d… Show more

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