Controls periòdics

This study will make use of a sampling technique called purposive sampling. This non- probability sampling technique allows the researcher to make a decision, or judgement, on who or what to include in the research study (Quinlan, 2011). It should be noted that the sample that will be selected will represent (in a non-statistical sense) the target population (i.e. home-based sponsor companies which sponsor FIFA World Cup™ soccer tournaments) and not the total population (i.e. all sponsor companies which sponsor FIFA World Cup™ soccer tournaments).

3.4.1 Target population

The total population in this research study will be all sponsor companies which sponsor FIFA World Cup™ soccer tournaments. The target population will be all home-based sponsor companies which sponsor FIFA World Cup™ soccer tournaments. The reason why these companies will be the target population for this research study is because this study will be specifically investigating the share price reaction of home-based sponsor companies, in both developing and developed countries, which have previously sponsored a FIFA World Cup™ soccer tournament.

3.4.2 Sample selection

Since the 1982 FIFA World Cup™ soccer tournament there have been 21 home-based sponsor companies (FIFA World Cup™ sponsors and Official FIFA World Cup™ Partners) which have sponsored a FIFA World Cup™ soccer tournament. The sample population does

- 62 - not include any home-based sponsor companies prior to the 1982 FIFA World Cup™ soccer tournaments as there is no literature available which states who the sponsors (home-based or international) were for the FIFA World Cup™ soccer tournaments prior to 1982. The sample population also does not include any home-based sponsor companies prior to and including the 1994 FIFA World Cup™ soccer tournament as data is limited. Data is also limited in terms of sponsorship announcement dates. Sponsorship announcements made by home-based sponsor companies for FIFA World Cup™ soccer tournaments prior to and including the 1994 FIFA World Cup™ soccer tournament are not available. Therefore, the sample population is only 13 home-based sponsor companies which sponsored a FIFA World Cup™ soccer tournament from 1998 to 2014. According to Mwape and Mumba (2012), a target population of less than 100 should result in the entire target population being included as the sample size. For this research study, the target population (home-based companies which have previously sponsored a FIFA World Cup™) will equal the sample population (13 home-based companies which have previously sponsored a FIFA World Cup™ from 1998 to 2014). However, the sample size for this research study will be limited to four home-based sponsor companies which have sponsored a FIFA World Cup™ soccer tournament as investigating all 13 home-based sponsor companies will be out of the scope of this research study. Furthermore, a sample size of four will be representative considering that the sample population in this study will consist of only 13 home-based sponsor companies which have previously sponsored a FIFA World Cup™ soccer tournament. The names of these 13 home-based sponsor companies as well as the year of the FIFA World Cup™ which they sponsored are presented in Table 3.2 below. Interestingly, the 1998 FIFA World Cup™ soccer tournament did not have any home-based sponsors and as a result no home-based sponsors from the 1998 FIFA World Cup™ soccer tournament were included in the sample population.

The sample size chosen for this study was four home-based sponsor companies which each previously sponsored a FIFA World Cup™ soccer tournament from 2002 to 2014 (the four most recent FIFA World Cup™ soccer tournaments which have taken place). The four home-based sponsor companies will comprise three FIFA World Cup™ sponsors and one Official FIFA World Cup™ Partner). The reason for including one Official FIFA World Cup™ Partner (Deutsche Telekom) in the sample size is because there was no home-based FIFA World Cup™ sponsor during the 2006 FIFA World Cup™ which was hosted in Germany. The names of the home-based sponsor companies selected as well as the exact sponsorship announcement dates and the event start date for each FIFA World Cup™ soccer tournament chosen for this study are presented in Table 3.3 below.

- 63 - In this event study, the 2002 and 2006 FIFA World Cup™ soccer tournaments will represent FIFA World Cup™ soccer tournaments which have taken place in developed countries, whereas the 2010 and 2014 FIFA World Cup™ soccer tournaments will represent FIFA World Cup™ soccer tournaments which have taken place in developing countries.

TABLE 3.2: All home-based sponsor companies since the 2002 FIFA World Cup™ Host Country and (Year) Home-based

Sponsor Companies

FIFA World Cup™ Sponsor/Official FIFA™

Partner

South Korea/Japan (2002)  Toshiba

 JVC  Hyundai  Sony  Fuji Xerox  Fujifilm  NTT

FIFA World Cup™ sponsor FIFA World Cup™ sponsor

Official FIFA™ Partner Official FIFA™ Partner FIFA World Cup™ sponsor FIFA World Cup™ sponsor FIFA World Cup™ sponsor

Germany (2006)  Deutsche Telekom

 Continental

 Adidas

Official FIFA™ Partner Official FIFA™ Partner Official FIFA™ Partner

South Africa (2010)  MTN Group Limited FIFA World Cup™ sponsor

Brazil (2014)  Oi SA

 Seara

FIFA World Cup™ sponsor FIFA World Cup™ sponsor

TABLE 3.3: Details pertaining to research sample selected Event

Year

Host Country Developing/ Developed Home-based Sponsor Company Sponsorship Announcement Date Event Start Date 2002 South Korea/ Japan

Developed Toshiba 7 June 2001 31 May 2002

2006 Germany Developed Deutsche

Telekom

6 December 2001

9 June 2006

2010 South Africa Developing MTN Group

Limited

13 July 2006 11 June 2010

2014 Brazil Developing Oi SA 22 March 2010 12 June 2014