Purpose – Given the public availability of secondary data on investments in events such as the Olympics, FIFA World Cup and professional sports, event studies that measure stock market response to these investments have grown. Previous findings are mixed, however, with some studies suggesting...

In a field study at a professional tennis event, the authors examine attendees’ visual processing and need for cognition in sponsorship processing. To add a managerial perspective, depth interviews are conducted with senior managers in sport/event management. Field study findings demonstrate...