Olympic Games Advertising and Firm Performance of Advertisers : an Analysis of the Relationship and Trends

Abstract

This project focuses on whether Olympic advertisers experience stock price gains during the event and if this only occurs during the period of the Olympics games. Identified were advertisers that participated in the 2000, 2002, 2004, 2006, 2008, and 2010 Olympics. In total 225 firms that advertised during the previous six Olympics were included in this study.