Nicolau, Juan Luis2024-07-312024-07-312011-11-160377-2217https://hdl.handle.net/10919/120798Global brands emerging from the world of sports are becoming commonplace, and firms invest in the realm of sports, usually through sponsorship initiatives, to get a link with these global brands. Over and above just a mere business link, what if a company makes a personal commitment to get into the core of a renowned, celebrated sports team? This article provides managers with a procedure to analyze, in a weekly basis, how valuable this type of decision is. A conceptual model shows that the personal involvement of a firm's figurehead in a first-class sports club can impact positively on firm value if the person is doing well in the task s/he is entrusted with by the club. The empirical application to the soccer club Real Madrid, over 1,409 days and 215 matches, finds that the club's performance on the field has a significant impact on the economic returns of its president's company, with asymmetrical effects on firm value in a "loss aversion" pattern, that is, lost matches have a greater effect on firm value than games won.Pages 281-2888 page(s)application/pdfenCreative Commons Attribution 4.0 InternationalDecision analysisSports-business exchangeBrand equityFirm valueLoss aversionArticle - Refereedhttps://doi.org/10.1016/j.ejor.2011.04.0322151Nicolau Gonzalbez, Juan [0000-0003-0048-2823]1872-6860