The Influence of the News Context on the Dynamics of Share Prices of Companies Sponsoring the World Cup

With the rapid development of the Internet and the speed of access to information, the news background began to significantly influence the share prices of companies, as well as, to a greater extent, the behavior of individual and institutional investors. Announcements of sponsorship or participation in the organization of a major event usually have a positive effect on the market value of securities. Especially when it comes to such a popular sport as football, and in particular, competitions of the scale of the World Cup, where several dozen countries participate. This topic is relevant for analysis, since the FIFA World Cups are held every four years and, accordingly, the influence of the news background on the share prices of sponsoring companies is periodic. The purpose of this study is to identify the influence of the news background on the share prices of companies sponsoring the World Cup using the event analysis method. The objectives of the study are to analyze the available scientific literature on the topic of event analysis, as well as scientific literature on the impact of sports competitions on the share prices of sponsoring companies, to analyze the studied sponsoring companies of the World Cup in Qatar and the news background around this competition, to evaluate, using the event analysis method, the influence of the news background on the share prices of companies-sponsors, analyze the results obtained.