Abstract
Using the event study method, the impact of Chinese Super League match results on title sponsors' share prices was empirically analysed from a behavioral economics perspective. The main section considers the impact of variables such as win-loss relationship, home and away factors, Friday's important match day and the last five rounds on the A-share market and the H-share market respectively, and draws conclusions. The article aims to explore the possible patterns of fluctuations in the market capitalization and share price of sponsors following sponsorship of football clubs in the context of gold-dollar football, influenced by the results of matches. Can the outcome of a Chinese Super League match affect the value of a sponsor's shares? If so, what kind of investor sentiment is reflected behind the fluctuations in share price? What can be done to improve the effectiveness of corporate sponsorship? To this end, this paper analyses the issue from the perspective of behavioral economics, combined with the event study method, in order to provide theoretical references for the study of Chinese football sponsorship.
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