Nicolau, Juan LuisSanta-María, María Jesús2024-08-022024-08-022016-09-201354-8166https://hdl.handle.net/10919/120830The purpose of this article is to examine the effect of a tennis player's performance in the Grand Slams on the market value of a leading airline from the player's country. The analysis is applied to the Spanish airline, Iberia, and the Spanish tennis player, Rafael Nadal. It shows that his victories in the matches of the Grand Slam tennis tournaments led to an increase in the market value of Iberia. The result is confirmed by both the victory itself and the difference between sets in favor and sets against in the match.Pages 697-7015 page(s)application/pdfenCreative Commons Attribution 4.0 Internationalimagefirm valueloss aversiontennissports tourismairlinesArticle - Refereedhttps://doi.org/10.5367/te.2015.0537233Nicolau Gonzalbez, Juan [0000-0003-0048-2823]2044-0375