This paper aims to measure the economic impact of different NBA player achievements on the athletic apparel companies, Nike, Adidas, and Under Armour. It looks at players affiliated with the brands who participated in three different events in the NBA from from 2007 to 2017: the All-Star game, the All-NBA awards, and starting lineups in the Finals. Monthly stock returns for each company were calculated for the months the events took place: January, February, May, and June. The return of each company was then regressed on total number of players each company had in the events. Four total regressions were run for the months of January, February, May, and June. Understanding the economic implications of endorsed players participating in these events can help athletic apparel companies draft more cost efficient endorsement contracts.
| Identifer | oai:union.ndltd.org:CLAREMONT/oai:scholarship.claremont.edu:cmc_theses-2992 |
| Date | 01 January 2018 |
| Creators | Maddock, Paul Andrew, II |
| Publisher | Scholarship @ Claremont |
| Source Sets | Claremont Colleges |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | CMC Senior Theses |
| Rights | © 2018 Paul A Maddock |
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